Astronaut on the moon

How to build trust in your business

Understanding how to build trust in your business is always important. But it becomes even more important in a challenging situation.

All successful business relationships are built on trust. It’s trust that will encourage customers to buy from you, your suppliers to meet your schedule, your leaders to delegate authority to you and your team to follow your guidance. And they will do this, even when there is risk, doubt and uncertainty, because they trust you.

So understanding how to build, and maintain, trust is incredibly valuable. There are a lot of factors that are involved in building trust, but you need to begin with a strong foundation.

How to build trust

Trust is built on a clear “purpose”. Your purpose is a statement that describes why you do business. It describes what motivates you. What this statement does is bring focus. It helps everyone in your business to focus on what you are trying to achieve, and consider their role in achieving that. With a shared purpose it is a lot easier for your business to display trust – and to be trusted by those outside it.

Amazon describe their purpose as: “To be the most customer-centric company on the planet”. One of the factors contributing to the success of Amazon is a clear understanding of their purpose. It has enabled them to evolve and move successfully into new markets. Each new product or service launch is delivering a “customer-centric” benefit. The successful launch of products like Amazon Prime, Amazon Echo and even AWS (Amazon Web Services) are evidence of this. A clear purpose has helped Amazon to strengthen their relationship with customers, because that relationship is built trust.

Purpose brings focus

A clear purpose can give an organisation the focus to accomplish incredible achievements. In 1961, President Kennedy gave NASA a clear purpose: “Achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.” The USSR had been the first nation to have a satellite orbit the earth, and the first to put a man in space. The USA was losing the space race. They needed to beat the Russians to the moon.

President Kennedy’s statement gave NASA clarity, so they could focus their resources on fulfilling their purpose. In 1962, when President Kennedy visited NASA, he met a cleaner mopping the floor. The President asked the cleaner what he was doing. “I’m helping put a man on the moon”, the cleaner replied. He understood NASA’s purpose, and his role in fulfilling it. There was trust within the organisation that everyone was working to achieve a shared outcome. In July 1969 NASA put a man on the moon.

Trust allows you to do new things with confidence in the outcome. Even when there might be little evidence to support the success of that outcome.

If you are looking at an uncertain future, it’s vital you understand how to build trust in your business. So start building today.


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