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There are three elements of trust: Competence, Integrity and Benevolence. Our research and experience shows that where businesses and communicators are quick to grasp the importance of, and ways to deliver on Competence and Benevolence, communicating “Integrity” can prove more challenging.    But in many ways, Integrity is the closet to the definition of trust – an expectation of future behaviour. We see businesses or brands as having integrity when we understand what they stand for and when there is consistency between what they promise and their more ephemeral beliefs or statements and what they actually deliver.   By signing executive orders on stage at his inauguration, President Trump made an incredibly visible performance of Integrity. He showed his followers – and detractors – that nothing was more pressing than keeping his promises in key campaign issues, from January 6th  pardons to immigration.    For those of us who are not President of the United States, there are other ways to display Integrity impactfully, including being transparent about your flaws to making visible displays of the long-term impact of your work and consistency of principle. But by showing Integrity at its most extreme - like him or loathe him - Trump has set a high standard for other politicians and business leaders to follow.   Learn more about building trust using Competence, Integrity and Benevolence (the CIB Model) here https://lnkd.in/eYaNqWnw or get in touch with our Head of Strategy, Kate Gomes.

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Cynthia A.

Board director; Director, Investor Relations and Capital Markets

2mo

Leaders need to stand up and take responsibility for unpopular decisions. That is what gives more junior people the support and courage to speak out and propose solutions that drive growth and innovation.

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