Building Trust With The 3 C's

In many ways, trust principles are similar to leadership qualities. John C. Maxwell's book "The 21 Irrefutable Laws of Leadership" outlines the three C's that enable leaders to build trust.



Competence is defined as demonstrating the skills, knowledge and experience necessary to create a positive performance track record, which in turn builds assurance and credibility. When leading others in your organization, it is important to show your capability. Establishing trust through competence happens when you sufficiently demonstrate results to create a positive performance track record and build assurance and credibility.


If competence is the heart of your organization, character is its soul. Character brings together the compassion, honesty and authenticity of your organization and shows the integrity of what you do.

Use your character, and the character that your company has established, to build trust and relationships. Use transparency to state your intent and prove your integrity, allowing those around you to trust more easily.


If you have competence and character in place but still aren't making progress, you are likely missing the mark when it comes to connection. Connection is how you engage with employees, customers and other key audiences.

Organizations must understand each audience's changing needs and wants and provide timely information and relationship-building products, services and opportunities that are valued.

Remember that connection must be a two-way dialogue and takes continual effort. Always remember to listen twice as much as you talk. Do this in conjunction with character and competence, and you will build trusting relationships.

How does your organization use the three C's to build trust?

Communicate better. That’s what we help you do. Because better communication means better business.