Trust: The Invisible Force That Drives High-Performing Cultures

The trust equation diagram, Understanding trust

In leadership, we talk a lot about strategy, execution, KPIs, and culture—but there's one element that often gets overlooked, even though it affects every single one of those: trust.

In Chapter 3 of Leading on Purpose, I explore a concept that has completely transformed the way I lead teams and build organisations: The Trust Equation. Because here’s the truth:

No purpose-driven culture can exist without trust.

The Real Cost of Low Trust

Without trust, people play it safe. They don’t speak up. They protect themselves instead of the mission. And worst of all? They disengage.

In a low-trust environment, everything slows down—decision-making, collaboration, and innovation. Even the most inspiring purpose statements will fall flat if your team doesn’t believe in each other—or in you.

So how do you build trust intentionally?

The Trust Equation: A Practical Tool

I was introduced to the Trust Equation, developed by David Maister and popularised in The Trusted Advisor, and it changed how I approach every relationship in business.

The equation breaks down trust into four components:

Trustworthiness=Credibility+Reliability+IntimacySelf-Orientation\text{Trustworthiness} = \frac{\text{Credibility} + \text{Reliability} + \text{Intimacy}}{\text{Self-Orientation}}Trustworthiness=Self-OrientationCredibility+Reliability+Intimacy​

Let’s unpack it:

• Credibility: Do you know your stuff?

• Reliability: Do you do what you say you will?

• Intimacy: Can I be open with you? Will you keep it confidential?

• Self-Orientation (the big one): Are you focused on yourself or on others?

Most leaders work on the top three—but forget the denominator. High self-orientation—when people think it’s all about you—kills trust instantly.

Trust Isn’t Soft—It’s Strategy

When trust is strong:

• Teams challenge ideas without fear.

• Innovation accelerates.

• Customers feel the difference.

Trust is not about being nice. It’s about being consistent, clear, and others-focused.

I’ve seen teams outperform far larger competitors—not because of better resources, but because they trusted each other deeply. That trust became their competitive edge.

How to Build Trust in Your Organisation

1. Teach the Trust Equation – Make it part of your culture. Use it in coaching, feedback, and hiring.

2. Watch your self-orientation – Are you listening to understand or to reply? Are you pushing your agenda or aligning with theirs?

3. Align around mutual goals – Shared purpose is the best way to reduce self-interest and increase collaboration.

4. Create space for honesty – When people feel safe to speak truthfully, your organisation can grow.

   
   

Final Thought: Trust Is the Culture You Can’t Fake

You can hang up posters about values. You can write a compelling purpose statement.

But if your people don’t trust leadership—or each other—it won’t matter.

Trust is the glue that binds strategy to execution. And it’s the bedrock of any team that dares to chase something bigger than profit.

If you're serious about building a purpose-driven organisation, start by building trust—one relationship at a time.

Let’s lead on purpose, Nick