TRUST Part 2: Earning It

Earning and Protecting Trust – The Equation That Explains It All

In Part 1, we made the case that trust is the ultimate goal of relationship marketing—and that it’s earned in small, consistent moments. But how do you break something as complex as trust into something you can actually work on? We use the Trust Equation.

This simple yet powerful formula helps us understand what builds trust—and what quietly undermines it. Let’s break it down:

✅ C = Credibility

Do you walk the talk? Credibility is built through your words, expertise, and follow-through. It’s the sense that “you know what you’re talking about.” You build credibility by:

• Demonstrating knowledge
• Speaking confidently but truthfully
• Doing what you say you’ll do—consistently

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✅ R = Reliability

Can I count on you? Reliability comes from repeated, consistent actions. You might be brilliant, but if you’re flaky, trust takes a hit. You build reliability by:

• Showing up on time
• Being predictable in the best way
• Following through, every time—even on the small stuff

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✅ I = Intimacy

Can I be real with you? Intimacy in the equation refers to emotional safety. It’s about how safe people feel being honest, vulnerable, or themselves around you. You build intimacy by:

• Being present and listening deeply
• Remembering personal details
• Letting others see the human side of you

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❌ S = Self-Orientation

Is this really about me—or you. Self-orientation is the trust killer. It refers to how much someone perceives that your actions are ultimately about your own gain—whether it’s attention, money, validation, or control. You reduce self-orientation by:

• Leading with curiosity, not control
• Asking “How can I help?” and meaning it
• Focusing more on the other person’s experience than your own agenda

The lower your self-orientation, the stronger the trust—no matter how high your credibility, reliability, or intimacy.

This Video Breaks Down Trust in a way that is easy to understand