UNDERSTANDING
the trust equation
If trust is key to business success, having the right definitions and measurements is essential
The challenge is having a conceptual framework and analytical way of evaluating and understanding trust. It is this framework that provides an actionable way to improve our trustworthiness.
The Trust Equation provides an analytical and actionable framework to help individuals and organizations understand and modify the specific behaviors that impact trust with clients, colleagues and partners.
The Trust Equation first appeared in the book, The Trusted Advisor, co-written by our founder Charles H. Green in 2000. We here at Trusted Advisor Associates continue to refine its meaning and applications today.
The Trust Equation is the cornerstone of our practice:
A deconstructive, analytical model that is easily understood, the Trust Equation delineates trustworthiness across four variables.
Let’s dig into each variable a bit more:
CREDIBILITY has to do with the words we speak and answers the question, “Can we be believed?” In a sentence we might say, “I trust what she says about intellectual property; she’s very credible on the subject.”
RELIABILITY has to do with our actions and answers the question, “Do we meet expectations?” We might say, “If he says he’ll deliver the product tomorrow, I trust him, because he follows through on commitments.”
INTIMACY is about human connection and understanding someone; it answers the question, “Do they feel safe being vulnerable with me?” We might say, “I can trust her with that information; she’s never violated my confidentiality before, and she would never embarrass me.”
SELF-ORIENTATION refers to our focus. In particular, whether we are focused on ourselves or on something other than ourselves (the other person, the team or organization, a common goal). We might say, “I can trust him on this deal—he really cares about what is best for me.” Or more commonly, “I don’t trust him—he’s too concerned about how he’s perceived, so he’s not really paying attention.”
Want to build unshakable business relationships? Master all four variables. Strengthen your credibility, reliability, and intimacy while consciously minimizing your self-orientation. This balanced approach creates the kind of trustworthiness that transforms transactions into partnerships and conversations into opportunities.
It’s all about people
The Trust Equation covers the most common meanings of trust that you encounter in everyday business interactions. What’s important to remember is that those meanings are almost entirely personal, not institutional.
People rarely give over their trust to institutions; really they trust other people. While companies are often described as credible and reliable (the first two components of The Trust Equation), it’s the people within the companies that make those companies what they are. And when it comes to intimacy and self-orientation, these dimensions are exclusively human.
Unlocking the Power of Selflessness
The Trust Equation has one variable in the denominator and three in the numerator. Increasing the value of the factors in the numerator increases trust. Increasing the value of the denominator, self-orientation, decreases trust.
This isn’t just clever math—it’s a blueprint for relationship excellence. The message is clear: your trustworthiness plummets the moment you prioritize your interests over others’.
Self-orientation stands alone in the denominator for good reason—it’s the most powerful variable in the equation. When you genuinely focus on others without self-interest, you achieve something remarkable in today’s business landscape—authentic connection. A person with low self-orientation breaks through skepticism because their focus is crystal clear: your success, not theirs.
Ready to learn more?
Watch: Overview on the Trust Equation
Watch: Credibility & Reliability
Watch: Intimacy
Watch: Self-orientation
Learn about the Trust Equation in action:
The Trust Quotient and The Science Behind It
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