Not if, but when the conversation turns to trust.

You’ve probably seen it many times. The conversation turns to trust – its importance, how vital it is – and then... it fizzles. The topic drifts back to more “practical” things like Reputation, NPS, Engagement or Satisfaction. Why does this happen?

Because most people in the room don’t actually know how trust works. So the moment we all agree it matters, the conversation dies – and we move on.

“We talked with the board and SLT about trust, but we had no method to analyse or influence it. Even when I researched, it was very hard to find anything useful. So it’s nice to find someone who can explain it so simply, measure it so precisely, and help us build it so effectively.” — Head of Brand

Point 1: All of those metrics you focus on – Reputation, NPS, Satisfaction – they are outputs of trust. Trust determines them. You can’t lead with them and expect results if trust isn’t already in place.

Point 2: If trust matters that much, don’t you want to be the one in the room who actually understands it? Who knows how it forms, how we process it, and how to manage it?

We don’t “just trust.” We trust for specific reasons. Our minds are wired to categorise those reasons into six distinct patterns. Think of them as Six Buckets of Trust® – each representing a different type of trust your audience needs to feel.

To build more trust, you need to understand which Buckets matter most to your audience, and what reasons fill them best.

That’s what TrustLogic® helps you do.

Based on the psychological foundations developed with Professor Wilhelm Salber, the father of Morphological Psychology, TrustLogic® gives you a model that explains trust accurately – not just warm words or vague sentiment, but the specific forces that drive belief, confidence, action, and loyalty.

You can access everything from the two-minute explainer to the one-hour masterclass free on our site – or join one of our custom workshops designed for executive teams, people leaders, comms, CX, brand, or transformation.

Because next time trust comes up in your organisation (and it will), you want to be the person who says something that makes the room stop and think – and move the conversation forward.