Everyone who knows me, and every personality test I’ve taken, says my approach to problem solving is not abstract or creative. I’m a linear thinker. I like lists, priorities, logic, analytics, and process. If this sounds like you or someone on your team, it will come as no surprise that I gravitated towards a leadership and relationship principle with a math equation as its foundation!

Meet the Trust Equation: Credibility plus Reliability plus Intimacy divided Self-Orientation equals Trustworthiness or (C + R + I) / S = Trust.

“What in the world does that mean?”

That’s the typical response I hear when I put the Trust Equation on a whiteboard during a meeting. In fact, it’s what I said when a leader shared it with me years ago. I thought he invented the equation until a quick search revealed it was created by professional advisors David Maister, Charles Green, and Robert Galford, authors of “The Trusted Advisor.”

Ask any successful sales professional, consultant, or leader – without trust, leadership falls flat, sales feel sleazy, and relationships crumble. But with trust? Magic happens. Deals close faster, teams thrive, and partnerships last.

And the best part? Trust isn’t an abstract, touchy-feely concept – it can be measured and improved using this simple but powerful formula.

The Trust Equation in Action

Once you understand the equation’s variables, it’s easy to see how each of these elements enhance trust in your relationships.

• Credibility – Do you know your stuff?
• Reliability – Do you do what you say you’ll do?
• Intimacy – Do people feel comfortable opening up to you?
• Self-Orientation – Are you focused on others or yourself?

The goal? Maximize credibility, reliability, and intimacy while keeping self-orientation low.

Now, let’s explore how you can apply this equation to leadership, sales, and relationship building – and watch trust work its magic.

Lead With Trust

Ever had a boss who made big promises but never followed through? Or one who always seemed more interested in their own success than in supporting the team? That’s a low-trust leader, and nobody wants to follow them. When employees trust their leader, they’re more engaged, productive, and loyal.

• Credibility: Leaders don’t have to be the smartest in the room, but they do need expertise and clarity. Admit what you don’t know and surround yourself with great people.
• Reliability: Be consistent. When people can count on you, trust grows.
• Intimacy: Connect with your team. A leader who genuinely cares about their people wins loyalty and trust.
• Self-Orientation: Keep your ego in check. Leaders who focus on serving their teams, rather than chasing personal accolades, build the strongest trust.

Client Trust Closes Deals

In consulting sales, trust is everything. Clients don’t buy solutions – they buy confidence in the person delivering them. The stronger the trust, the smoother the sales process.

• Credibility: Know your industry inside and out. Be the expert who understands both the client’s problem and the best solutions.
• Reliability: Deliver value before the sale. If they can’t trust you in the early stages, they won’t trust you with their business.
• Intimacy: Build relationships. Don’t just talk about products – talk about their goals, fears, and challenges.
• Self-Orientation: If clients feel like they’re a number or a commission check, they’ll run. Shift the focus to helping, not selling.

Relationships Rely on Trust

People want to connect with those who make them feel safe, valued, and heard. If you want to build lasting relationships, you need to nail the trust equation.

• Credibility: Be genuine, knowledgeable, and honest in your interactions.
• Reliability: Keep your commitments. If you say you’ll follow up, follow through. If you promise support, be there.
• Intimacy: Ask meaningful questions, listen deeply, and show real empathy. Relationships grow when people feel understood.
• Self-Orientation: If the relationship feels one-sided where you’re always taking and never giving, trust erodes. Focus on what you can give, not just what you can gain.

Trust Is Your Competitive Advantage

No matter your field, trust is your most valuable currency. Master the Trust Equation, and you’ll build stronger connections, close more deals, and lead with confidence.

So, ask yourself:

 • Am I credible?

 • Am I reliable?

 • Am I building real connections?

 • Am I focused on others, not just myself?

Trust is the foundation of what we do at Holmes Murphy. We strive to understand your unique potential so our team can design solutions that meet your needs and build relationships that stand the test of time. If you’re ready to elevate your employee benefits or property casualty strategy, reach out today and let’s get started!