Don’t start with trust. Start with trustworthiness

Employees and customers alike are fed up with the psychological manipulation and empty promises. Here’s what leaders should focus on instead if they want to genuinely build a sense of safety and collaboration.

In modern business parlance, “trust” has become a buzzword. Executives and consultants tout it as a golden ticket, a fast lane to competitive advantage. We hear it everywhere: “We need to build trust,” “Engage your workforce through trust.” Glossy PR campaigns, carefully crafted speeches, and reach-out initiatives make the message loud—trust us.