Chapter 1:
Briefing: Establishing Credibility in the Post-Trust Era
Executive Summary
The contemporary business environment is defined by a significant "deficit of trust,"
where public skepticism towards organizations and their leaders is pervasive. This
"post-trust era" necessitates a deliberate and sustained effort to establish credibility,
which is the cornerstone of effective communication and high-trust relationships.
Credibility is not a singular trait but a composite of three interdependent pillars:
Competence, the proven ability to accomplish business tasks; Caring, the
demonstrated commitment to acting in the interests of others; and Character, the
unwavering adherence to high ethical and personal values. The absence of any one of
these components fundamentally compromises a professional's credibility.
To navigate complex ethical situations, the FAIR Test—a framework evaluating
communication based on Facts, Access, Impacts, and Respect—provides a robust
method for ensuring integrity. Ultimately, building and maintaining credibility is an active,
ongoing process that involves developing communication skills, fostering a
"listening-centered" approach, and consciously projecting these core attributes across
all professional interactions, including digital platforms like LinkedIn.
--------------------------------------------------------------------------------
I. The Crisis of Credibility: The Post-Trust Era
The modern business landscape operates from a position of inherent skepticism.
High-profile corporate misdeeds involving companies like SNC-Lavalin, Volkswagen,
and Boeing have eroded public confidence, creating an environment where trust must
be earned from a deficit. This "post-trust era" is characterized by the overwhelming
public perception that businesses operate against public interest and a majority of
employees viewing their leaders and colleagues with skepticism.
Public Perception of Professions
Public trust varies significantly across different professions. Data from the Ipsos Global
Trustworthy Index highlights a stark contrast between highly trusted fields and the
business world.
,Profession Trustworthy Untrustworthy
(%) (%)
Doctors 63% 12%
Scientists 58% 12%
Teachers 57% 13%
Armed Forces 56% 13%
The Police 52% 20%
Business Leaders 19% 30%
Pollsters 16% 40%
Government Ministers 13% 46%
Politicians Generally 10% 61%
Advertising Executives 10% 48%
Source: Ipsos Global Trustworthy Index, Global
Trust in Professions. August 2019.
,Notably, Canada's trust index dropped by three points in 2020, moving the country from
a "neutral" to a "distruster" status.
Internal and Foundational Distrust
This trust deficit also exists within organizations. A global study of nearly 10,000
employees revealed that only 49 percent trusted their bosses and organizations.
Furthermore, unethical behavior is a significant issue, with research indicating that
cheating in academic settings is a strong predictor of unethical conduct in the
workplace. A recent survey found that a significant percentage of Canadian university
and college students admitted to cheating, with over 50 percent of Canadian
undergraduates confessing to it.
II. The Three Pillars of Credibility
Credibility is presented as a "three-legged stool" composed of Competence, Caring, and
Character. The model posits that for a professional to be considered credible, all three
elements must be present and balanced; if one is compromised, credibility is damaged.
A. Competence: The Foundation of Capability
Competence refers to the knowledge and skills necessary to accomplish business
tasks, approach challenges, and deliver results. It is the practical ability to get a job
done effectively and is judged primarily by an individual's track record of success.
● Demonstration: Competence is developed through study, observation, and
real-world experience. It is demonstrated through a focus on action and tangible
outcomes.
● Key Insight (Meg Whitman, former CEO of HP and eBay): "I usually put it is,
the price of inaction is far greater than the cost of making a mistake. You do not
have to be perfect to be an effective leader, but you cannot be timid." Whitman
also emphasized the need to "add value to every single project, every
conversation where someone seeks your input."
B. Caring: The Ethos of Community and Generosity
Caring is the orientation toward acting in the interests of others, cultivating a sense of
community, and demonstrating accountability. It involves understanding and responding
to the needs of colleagues, clients, and other stakeholders.
● Demonstration: This trait is communicated through a "we" and "you" orientation
rather than a "me" orientation, which engenders trust and fosters mutual benefit.
, Research shows that "givers"—those who generously support others—are more
likely to be top performers and that their organizations achieve higher profitability,
productivity, and customer satisfaction.
● Organizational Impact: Companies with more generous employees experience
lower employee turnover rates.
C. Character: The Bedrock of Integrity
Character is defined by an adherence to high personal, corporate, and business values.
It reflects a commitment to doing the right thing, especially in difficult situations.
● Demonstration: Character is shown through open and honest communication,
taking accountability for actions, and aligning personal values with corporate
values. Warren Buffett, CEO of Berkshire Hathaway, states he looks for three
qualities when hiring: "integrity, intelligence, and energy," emphasizing that
without integrity, the other two are dangerous.
● Consequences of Dishonesty: A lack of honesty is devastating to business. A
2009 survey found that "lack of honesty, integrity and ethics within the company"
was a primary reason for employees to leave their jobs. Dishonesty erodes
employee morale, destroys careers, and can result in criminal charges.
III. A Framework for Ethical Communication: The FAIR Test
The FAIR Test is a practical model for evaluating the ethical integrity of any business
communication. It provides a structured approach by focusing on four key areas.
● Facts: How factual and accurate is the communication? This involves presenting
all relevant facts correctly and without misleading information, ensuring the
reasoning used to reach conclusions is sound.
● Access: How transparent are the motives, reasoning, and information? This
principle requires clarity about motives, full disclosure of how information was
obtained, and providing stakeholders an opportunity for input.
● Impacts: How does the communication impact all stakeholders? This involves a
thorough consideration of how the communication will help or harm others and
an effort to understand those impacts fully.
● Respect: How respectful is the communication? This assesses whether the
communication recognizes the inherent dignity and self-worth of others and
whether a neutral observer would view it as respectful.
The case of Apple CEO Tim Cook's response to the FBI's request to unlock an iPhone
provides a real-world example of applying FAIR principles in a high-stakes situation.
Cook's communication aimed to be transparent about Apple's motivations (protecting
Briefing: Establishing Credibility in the Post-Trust Era
Executive Summary
The contemporary business environment is defined by a significant "deficit of trust,"
where public skepticism towards organizations and their leaders is pervasive. This
"post-trust era" necessitates a deliberate and sustained effort to establish credibility,
which is the cornerstone of effective communication and high-trust relationships.
Credibility is not a singular trait but a composite of three interdependent pillars:
Competence, the proven ability to accomplish business tasks; Caring, the
demonstrated commitment to acting in the interests of others; and Character, the
unwavering adherence to high ethical and personal values. The absence of any one of
these components fundamentally compromises a professional's credibility.
To navigate complex ethical situations, the FAIR Test—a framework evaluating
communication based on Facts, Access, Impacts, and Respect—provides a robust
method for ensuring integrity. Ultimately, building and maintaining credibility is an active,
ongoing process that involves developing communication skills, fostering a
"listening-centered" approach, and consciously projecting these core attributes across
all professional interactions, including digital platforms like LinkedIn.
--------------------------------------------------------------------------------
I. The Crisis of Credibility: The Post-Trust Era
The modern business landscape operates from a position of inherent skepticism.
High-profile corporate misdeeds involving companies like SNC-Lavalin, Volkswagen,
and Boeing have eroded public confidence, creating an environment where trust must
be earned from a deficit. This "post-trust era" is characterized by the overwhelming
public perception that businesses operate against public interest and a majority of
employees viewing their leaders and colleagues with skepticism.
Public Perception of Professions
Public trust varies significantly across different professions. Data from the Ipsos Global
Trustworthy Index highlights a stark contrast between highly trusted fields and the
business world.
,Profession Trustworthy Untrustworthy
(%) (%)
Doctors 63% 12%
Scientists 58% 12%
Teachers 57% 13%
Armed Forces 56% 13%
The Police 52% 20%
Business Leaders 19% 30%
Pollsters 16% 40%
Government Ministers 13% 46%
Politicians Generally 10% 61%
Advertising Executives 10% 48%
Source: Ipsos Global Trustworthy Index, Global
Trust in Professions. August 2019.
,Notably, Canada's trust index dropped by three points in 2020, moving the country from
a "neutral" to a "distruster" status.
Internal and Foundational Distrust
This trust deficit also exists within organizations. A global study of nearly 10,000
employees revealed that only 49 percent trusted their bosses and organizations.
Furthermore, unethical behavior is a significant issue, with research indicating that
cheating in academic settings is a strong predictor of unethical conduct in the
workplace. A recent survey found that a significant percentage of Canadian university
and college students admitted to cheating, with over 50 percent of Canadian
undergraduates confessing to it.
II. The Three Pillars of Credibility
Credibility is presented as a "three-legged stool" composed of Competence, Caring, and
Character. The model posits that for a professional to be considered credible, all three
elements must be present and balanced; if one is compromised, credibility is damaged.
A. Competence: The Foundation of Capability
Competence refers to the knowledge and skills necessary to accomplish business
tasks, approach challenges, and deliver results. It is the practical ability to get a job
done effectively and is judged primarily by an individual's track record of success.
● Demonstration: Competence is developed through study, observation, and
real-world experience. It is demonstrated through a focus on action and tangible
outcomes.
● Key Insight (Meg Whitman, former CEO of HP and eBay): "I usually put it is,
the price of inaction is far greater than the cost of making a mistake. You do not
have to be perfect to be an effective leader, but you cannot be timid." Whitman
also emphasized the need to "add value to every single project, every
conversation where someone seeks your input."
B. Caring: The Ethos of Community and Generosity
Caring is the orientation toward acting in the interests of others, cultivating a sense of
community, and demonstrating accountability. It involves understanding and responding
to the needs of colleagues, clients, and other stakeholders.
● Demonstration: This trait is communicated through a "we" and "you" orientation
rather than a "me" orientation, which engenders trust and fosters mutual benefit.
, Research shows that "givers"—those who generously support others—are more
likely to be top performers and that their organizations achieve higher profitability,
productivity, and customer satisfaction.
● Organizational Impact: Companies with more generous employees experience
lower employee turnover rates.
C. Character: The Bedrock of Integrity
Character is defined by an adherence to high personal, corporate, and business values.
It reflects a commitment to doing the right thing, especially in difficult situations.
● Demonstration: Character is shown through open and honest communication,
taking accountability for actions, and aligning personal values with corporate
values. Warren Buffett, CEO of Berkshire Hathaway, states he looks for three
qualities when hiring: "integrity, intelligence, and energy," emphasizing that
without integrity, the other two are dangerous.
● Consequences of Dishonesty: A lack of honesty is devastating to business. A
2009 survey found that "lack of honesty, integrity and ethics within the company"
was a primary reason for employees to leave their jobs. Dishonesty erodes
employee morale, destroys careers, and can result in criminal charges.
III. A Framework for Ethical Communication: The FAIR Test
The FAIR Test is a practical model for evaluating the ethical integrity of any business
communication. It provides a structured approach by focusing on four key areas.
● Facts: How factual and accurate is the communication? This involves presenting
all relevant facts correctly and without misleading information, ensuring the
reasoning used to reach conclusions is sound.
● Access: How transparent are the motives, reasoning, and information? This
principle requires clarity about motives, full disclosure of how information was
obtained, and providing stakeholders an opportunity for input.
● Impacts: How does the communication impact all stakeholders? This involves a
thorough consideration of how the communication will help or harm others and
an effort to understand those impacts fully.
● Respect: How respectful is the communication? This assesses whether the
communication recognizes the inherent dignity and self-worth of others and
whether a neutral observer would view it as respectful.
The case of Apple CEO Tim Cook's response to the FBI's request to unlock an iPhone
provides a real-world example of applying FAIR principles in a high-stakes situation.
Cook's communication aimed to be transparent about Apple's motivations (protecting
