Part 2: How People Earn Trust

In 2014, legendary NFL running back Marshawn Lynch, was days away from playing in Super Bowl 48. It was media week and analysts like Deion Sanders (then a reporter for NFL Network) interviewed players to get a sense for how different players were preparing for the game. Marshawn, in his few-but-powerful-words style, outlined his approach. 

Deion: “Looks like you’re ready to play?”

Marshawn: “Yep. That’s what time it is.” 

Deion: “Are you kinda shy?”

Marshawn: “Nah.”

Deion: “You just don’t want to talk really.”

Marshawn: “I’m just about that action, boss.”

In just a few words, everyone knew exactly what Marshawn Lynch was about: Action. Marshawn’s focus on getting results communicated why he is to be trusted. He wasn’t trying to be pals, though he certainly is likable. He wasn’t trying to demonstrate his intelligence, though he most certainly is smart. He was all about that action. 

TrustBuilder™ sees trust being built in three primary ways: Action, Insight, and Connection. To bring these to life, two other stars from the same Super Bowl in 2014 leaned into other routes for creating trust. 

• Action: Building trust through doing
  Example: Seahawks Running Back, Marshawn Lynch: still all about that action
• Insight: Building trust through advising, information, and knowledge sharing
  Example: Broncos QB, Peyton Manning: now a top TV analyst known for his insight
• Connection: Building trust through relationships
  Example: Seahawks Head Coach, Pete Carroll: renown as a “players coach” who had a special way of connecting

Can you think of friends or coworkers you know who embody one or multiple of these elements? Which do you prefer when it comes to earning your trust? Before you decide, let's dive a bit deeper. 

Roads Leading to Trust

Think of a street map. On the map there are three multi-lane roads that lead to the same, central location. 

Action, Insight, and Connection are the roads that lead to trust. Trust is the central arrival point. 

None of these three is better than the others in terms of creating trust. It is in the unique combination of all three where trust lives and thrives. And while people typically embody all three to some degree, there tends to be an identifiable preference or ranking. For instance, my general trust building preferences are: 

#1: Insight
#2: Connection (very close second)
#3: Action

What does this mean? For me, trust is typically earned via deep, insightful conversations combined with personal details and common interests. TrustBuilder™ profiles go much deeper from there, identifying and ranking specific trust Builders and Breakers. An overview will be included in part 3 of this series: Building Trust on Teams. 

When it comes to earning a person’s trust, it’s less about our
preferences and more about their preferences. 



Here are a few examples of how earning an individual’s trust varies from person to person. For instance, take your doctor. Your doctor can’t force you to trust them - you get to decide whether to trust and why. Does everyone trust their doctor for all the same reasons? How about your auto mechanic? Or your local barista? What do you prefer from each: a personal connection, clear cut results, or deep insight? 

How about your coworkers, your teammates or your boss - have they earned your trust? Have you earned theirs? How did you earn their trust and is there room for more? 

I’ll end with this: The most effective teams are filled with people who know and can communicate their trust building preferences and, at the same time, take time to learn about and value the trust building preferences of others. When we do that, we give our best to each other and show up when it matters. 

And when it matters most, follow Marshawn’s advice: “Game time? I’ll be there.” 

Introducing TrustBuilder™ Series:

• Part 1: Welcome to TrustBuilder™
• Part 2: How People Earn Trust
• Part 3: Building Trust on Teams
• Part 4: Rebuilding Trust