‘The Four Factors of Trust’ with Ashley Reichheld

The Evolving Leader

In this episode of The Evolving Leader podcast, hosts Jean Gomes and Scott Allender talk to Ashley Reichheld. Ashley is co-author of ‘The Four Factors of Trust’ and since 2015 has been principal at Deloitte Consulting. She is passionate about making the experiences people have with companies feel more human and believes that building trust is the single greatest opportunity to create a competitive advantage. Ashley’s work and ideas have been featured in many publications and conferences, such as HBR, Bloomberg TV, SMR, The Wall Street Journal, AdWeek, Dreamforce, CES, and Fortune's Most Powerful Women, amongst others.

Referenced during this episode:

The Four Factors of Trust (Wiley-WSJ #2 Bestseller)
“4 Questions to Measure — and Boost — Customer Trust” (HBR)
“Research: Why Women Trust Their Employers Less Than Men Do” (HBR)
“How to Build a High-Trust Workplace” (SMR)
“Trust, The Glue That Holds Digital Worlds Together, Quantified At Last” (Forbes)

Other reading from Jean Gomes and Scott Allender:
Leading In A Non-Linear World (J Gomes, 2023)
The Enneagram of Emotional Intelligence (S Allender, 2023)
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YouTube @evolvingleader

The Evolving Leader is researched, written and presented by Jean Gomes and Scott Allender with production by Phil Kerby. It is an Outside production.

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1. Introduction (00:00:00)

2. You believe that trust is an important way to frame organisational performance and that trust is the single greatest opportunity to create competitive advantage and the pathway to loyalty. (00:04:54)

3. Can you share your background and how trust has become such an important part of your work? (00:07:17)

4. Can you give us your definition of trust? (00:08:33)

5. What are the challenges of building trust given the broader tensions in society? (00:09:17)

6. How do organisations build trust and how does it go wrong for them? (00:10:19)

7. Can we break down the content of the book and the four factors that you believe help leaders build trust? (00:13:00)

8. So how are humanity, transparency, capability and reliability linked? How do they form an ecosystem? (00:14:32)

9. What are some ways that leaders can look at their organisation or smaller team and best ascertain which of the factors matter most? (00:16:03)

10. Across all of the experiences that you’ve got, where are you finding that trust is hardest to build today? (00:19:13)

11. When you’ve betrayed trust, what have you learnt about rebuilding it? (00:20:12)

12. From this framework you’ve created a way to measure trust. How would you use that and what can leaders do with it? (00:20:38)

13. Women trust less than men as employees. (00:23:58)

14. If we think about how your framework can help individuals and leaders, how could a leader use it more intentionally to build trust? (00:26:32)

15. What have you learnt about helping C-suite to build trust there and role model it throughout the organisation? (00:28:00)

16. Coming back to the dimensions of competence and intent, how can a leader evolve their mindset to look beyond what they intend to do and see what they’re actually doing? (00:29:39)

17. Does that happen on a micro scale with companies who put their seven cherished values in the break room of the things that they really care about, but they just become measuring sticks for all the ways that people say ‘you’re not doing that’? (00:31:40)

18. How to leaders embed trust into their ecosystem so it’s not just an intentional communications/leadership challenge, but actually becomes a competitive advantage of an organisation? (00:34:08)

19. How will the challenge of building trust evolve as AI becomes more the norm? (00:35:39)

20. What’s your perspective on trust and diversity? (00:36:52)

21. What’s the relationship between trust and personal wellbeing? (00:40:27)

22. If you’re not measuring trust, then you should start today. (00:41:27)

23. What’s next for you in your work? (00:42:11)

24. Can you think of a leader who has really inspired you with their capacity to create trust in their organisation? (00:43:54)