Trust is the cornerstone of effective leadership. In times of strategic and cultural change, the ability to build and maintain trust can determine whether a leadership team succeeds or fails. Trust enables leaders to foster open communication, inspire collaboration, and lead their teams through uncertainty. In this article, we’ll explore how leaders can build relationship trust, focusing on insights from Stephen Covey’s Speed of Trust, Patrick Lencioni’s Five Dysfunctions of a Team, and Brené Brown’s research on vulnerability.
Trust as a Pillar of Leadership: Covey’s Speed of Trust
Stephen Covey Jr. highlights the importance of trust in leadership in his book The Speed of Trust. He explains that trust is not just an abstract quality—it is a measurable, actionable asset that drives performance and accelerates results. According to Covey, trust is built on two key dimensions:
Character – This includes integrity, intent, and demonstrating genuine care for others.
Competence – This involves skills, results, and a leader’s ability to deliver on promises.
Covey argues that when both character and competence are strong, trust accelerates the speed of work and reduces friction within an organization. When trust is established, leaders can move faster and more effectively, and teams feel secure in following their vision. In times of strategic and cultural change, trust allows leaders to rally their teams, navigate uncertainty, and achieve alignment.
For a deeper dive into the principles of trust,I highly recommend Stephen Covey Jr.’s
Why Relationship Trust is Essential During Change
Change can be unsettling for teams and organizations. People naturally resist change, often out of fear of the unknown or concerns about how it will impact their roles. Leaders who establish strong Relationship Trust can mitigate these fears and guide their teams through transitions more effectively.
Trust Facilitates Open Communication Change requires transparency and the free flow of information. When trust exists, team members are more likely to ask questions, voice concerns, and engage in productive discussions. This open dialogue allows leaders to address issues early, clarify misunderstandings, and adjust their approach as needed.
Trust Enhances Engagement and Buy-In When trust is present, people are more willing to engage with the change process and take ownership of the outcomes. Leaders who maintain strong trust-based relationships inspire commitment from their teams, ensuring alignment with the organization’s broader vision.
Trust Builds Resilience Change often brings challenges and setbacks. Trust strengthens a team’s resilience, allowing them to navigate difficulties with greater unity and perseverance. Leaders who earn their teams’ trust help maintain morale and encourage progress, even in the face of obstacles.
Trust as the Foundation of Teams: Lencioni’s Five Dysfunctions of a Team
Building on Covey’s ideas, Patrick Lencioni’s Five Dysfunctions of a Team positions trust as the foundation for effective teamwork. In his model, trust is the first and most essential element that teams must establish to overcome dysfunctions. Without trust, teams struggle to engage in productive conflict, commit to decisions, hold each other accountable, and focus on collective results.
Lencioni specifically emphasizes vulnerability-based trust—the kind of trust that allows team members to be open about their weaknesses, ask for help, and admit mistakes without fear of judgment. This type of trust aligns with Covey’s emphasis on character and integrity. A team that lacks this vulnerability-based trust will shy away from honest, difficult conversations, leading to communication breakdowns and disconnection.
In times of change, trust enables teams to navigate ambiguity, collaborate more effectively, and commit to new strategies and cultural shifts. Leaders must actively foster vulnerability-based trust to create an environment where individuals feel comfortable sharing their concerns and uncertainties. This openness is what allows teams to work through their differences and emerge stronger.
The Role of Vulnerability in Building Trust: Insights from Brené Brown
A critical yet often overlooked component of trust-building is vulnerability. Brené Brown’s groundbreaking research emphasizes that vulnerability is not a weakness, but a key driver of stronger, more authentic relationships. Leaders who embrace vulnerability create environments where trust can flourish.
According to Brown, vulnerability is at the heart of trust. In Dare to Lead, Brown explains that vulnerability involves uncertainty, risk, and emotional exposure. Leaders must be willing to admit when they don’t have all the answers, ask for help, and acknowledge mistakes. This openness creates a foundation for genuine connection and fosters trust.
Vulnerability humanizes leaders, making it easier for team members to relate to them. When leaders model vulnerability, employees feel more comfortable taking risks, sharing uncertainties, and contributing ideas—all critical during periods of change.
How Vulnerability Builds Trust During Change
Vulnerability Encourages Open Dialogue Leaders who are willing to be vulnerable set the stage for honest communication. By admitting uncertainty or asking for input, they signal that it’s okay for others to do the same.
Vulnerability Strengthens Team Bonds Leaders who demonstrate vulnerability show their teams that it’s safe to be open and authentic. This is especially important during times of uncertainty, when employees may feel anxious about their roles.
Vulnerability Enhances Accountability Leaders who acknowledge weaknesses create cultures of accountability. Vulnerable leaders foster environments where mistakes are viewed as opportunities for growth and learning.
For further insights on vulnerability, I highly recommend Brené Brown’s TEDx Houston talk,
To lead effectively through strategic and cultural change, leaders must prioritize building trust within their teams. Here are practical recommendations for fostering relationship trust:
1. Demonstrate Integrity and Consistency. Trust begins with integrity. Leaders must align their actions with their words, consistently demonstrating honesty and transparency. In times of change, employees look to leaders for stability and reassurance. By being open about challenges, admitting mistakes, and communicating with transparency, leaders can build trust and credibility.
Tip: Communicate openly about the reasons for strategic or cultural change. If there are uncertainties, acknowledge them and involve your team in finding solutions. Transparency fosters connection and builds trust.
2. Show Competence by Delivering Results. Competence is as crucial as character in building trust. Leaders must show that they have the skills and knowledge to navigate the organization through change. This includes being adaptable and demonstrating an ability to solve problems as they arise.
Tip: Break down the change process into clear, actionable steps. Provide regular updates on progress and celebrate small wins to show your team that you are moving in the right direction. A leader’s ability to solve challenges effectively is essential in maintaining trust.
3. Encourage Vulnerability and Psychological Safety. As Lencioni and Brown emphasize, vulnerability is key to building trust. Leaders must create a safe space where team members can express their concerns, admit mistakes, and ask for help. When team members feel safe and vulnerable, they are more likely to engage in honest dialogue, take risks, and embrace change.
Tip: Lead by example by admitting your uncertainties or past mistakes. This sets the tone for open, candid conversations and encourages your team to do the same. Psychological safety starts from the top and spreads through the organization when leaders model vulnerability.
4. Foster Open, Two-Way Communication. Communication is central to building and maintaining trust. Leaders should create opportunities for team members to share feedback, ask questions, and voice concerns. Active listening and responding with empathy help reinforce trust.
Tip: Hold regular team check-ins to discuss progress, challenges, and concerns. Actively seek feedback from your team and make adjustments based on their input. Trust thrives when communication channels are open and used effectively.
5. Keep Commitments and Deliver on Promises. One of the fastest ways to lose trust is by failing to keep commitments. Leaders must be realistic about what they can deliver and ensure they follow through on their promises. In times of change, when uncertainty is high, delivering on small commitments can help build momentum and reinforce trust.
Tip: Set clear expectations with your team and be transparent about potential roadblocks. If circumstances change, communicate openly and adjust timelines or goals as needed. When leaders consistently deliver results, trust solidifies.
6. Extend Trust to Build Empowerment. Trust is a two-way street. Leaders who extend trust to their teams create a sense of empowerment and accountability. By delegating responsibility and giving team members autonomy, leaders show that they trust their employees to manage challenges and contribute to the change process.
Tip: Delegate tasks that give team members ownership over parts of the change process. Empower them to make decisions, while providing support when needed. Extending trust creates a positive cycle of responsibility and results.
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Practical Example: Building Trust During Strategic and Cultural Change
One leadership team I worked with was responsible for an International Business Unit undergoing a significant strategic and cultural shift. The company introduced new team members to enhance capabilities, but this led to internal conflicts. The team found itself at a crossroads, needing to rebuild cohesion and trust to lead the business unit through the transition.
Recognizing the importance of Relationship Trust, the leadership team decided to address these issues head-on. We facilitated a workshop using Covey’s Speed of Trust framework, Lencioni’s model of vulnerability-based trust, and Brown’s insights on the power of vulnerability.
During the workshop, team members were encouraged to share their concerns and admit areas where they needed support. By focusing on open communication and vulnerability, the team began to rebuild trust. The result was a team agreement that outlined key behaviors such as transparency in decision-making, mutual support, and clear communication. This agreement became a guiding framework for how the team would navigate the strategic and cultural changes.
As a result, the leadership team not only resolved internal conflicts but also strengthened its ability to lead the organization through the upcoming transition. By embracing trust and vulnerability, the team created a foundation for more effective collaboration and decision-making.
Relationship Trust as the Foundation for Change Leadership
In times of transformation, Relationship Trust is not a luxury—it is a necessity. Leaders who focus on building trust, demonstrating vulnerability, and fostering open communication are more likely to lead successful change initiatives. Covey’s focus on character and competence, Lencioni’s emphasis on vulnerability-based trust, and Brown’s insights into the power of vulnerability provide a comprehensive framework for leaders navigating strategic and cultural shifts.
By demonstrating integrity, competence, and vulnerability, leaders can cultivate trust within their teams, paving the way for greater resilience and adaptability. It empowers teams to take risks, engage in new initiatives, and work toward shared goals.
By integrating these principles into your leadership approach, you create a high-performing team ready to tackle transformation with confidence and resilience.