{"id":4648,"date":"2020-02-04T07:40:07","date_gmt":"2020-02-04T12:40:07","guid":{"rendered":"https:\/\/www.trustacrossamerica.com\/blog\/?p=4648"},"modified":"2020-02-11T08:49:39","modified_gmt":"2020-02-11T13:49:39","slug":"trust-insights-week-5-charles-h-green","status":"publish","type":"post","link":"https:\/\/www.trustacrossamerica.com\/blog\/?p=4648","title":{"rendered":"Trust Insights Week #5: Charles H. Green"},"content":{"rendered":"<p><strong><span class=\"s2\"><a href=\"https:\/\/www.trustacrossamerica.com\/blog\/?attachment_id=4561\" rel=\"attachment wp-att-4561\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-4561 alignleft\" src=\"https:\/\/www.trustacrossamerica.com\/blog\/wp-content\/uploads\/TAA_TrustAlliance_TrustInsights-Logo.jpg\" alt=\"\" width=\"134\" height=\"137\" srcset=\"https:\/\/www.trustacrossamerica.com\/blog\/wp-content\/uploads\/TAA_TrustAlliance_TrustInsights-Logo.jpg 675w, https:\/\/www.trustacrossamerica.com\/blog\/wp-content\/uploads\/TAA_TrustAlliance_TrustInsights-Logo-293x300.jpg 293w\" sizes=\"(max-width: 134px) 100vw, 134px\" \/><\/a>Charlie, thank you for participating in our 2020 Trust Insights series. <\/span><\/strong><strong><span class=\"s2\">What is your trust insight?<\/span><\/strong><\/p>\n<p><em>\u201cTrust\u201d is what happens when a risk-taking trustor meets a virtuous trustee.&#8221;<\/em> Charles H. Green, Trusted Advisor Associates<\/p>\n<p><em>(The definition is surprisingly important, because it is rarely followed in practice.)<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p4\"><strong>Can you expand a bit on this important insight?<\/strong><\/p>\n<p class=\"p4\"><em><span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">Much talk about \u2019trust\u2019 is abstract and not practically useful. Change in trust happens only when either someone becomes more willing to trust, or someone else becomes more trustworthy.\u00a0<\/span><\/em><\/p>\n<div class=\"\">\n<p><em>We intuitively use personal trust as the paradigm \u2013 the strongest form of trust. We describe people as being trustworthy or not \u2013 a set of personal virtues, if you will. For example, using the Trust Equation, it breaks down into Credibility, Reliability, and Intimacy: all divided by Self-orientation. A trustworthy person exemplifies these virtues in all their interactions.<\/em><\/p>\n<p><em>The trustor, by contrast, is the one who initiates the trust interaction. They, by definition are taking a risk, putting themselves willfully in the way of some kind of harm through the potentially untrustworthy behavior of the trustee.\u00a0<\/em><\/p>\n<p><em>The business world is much enamored of \u2018measuring\u2019 things; but when it comes to trust, it is largely a fool\u2019s errand. Measuring \u2019trust\u2019 per se is elusive: most measurements are, and should be, actually metrics of the trustor\u2019s propensity to risk, or of the trustees level of virtuousness.\u00a0<\/em><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p class=\"p3\"><strong>Can you provide a real life example of a trust \u201cchallenge\u201d where your insight has been effectively applied.<\/strong><\/p>\n<div class=\"\"><em>One headline from Edelman PR\u2019s annual Trust Barometer is \u201ctrust in social media is down.\u201d Substitute \u2018brands,\u2019 \u2018banking,\u2019 \u2018politics,\u2019 and a host of others, and you\u2019ll find similar headlines. But what do such sentences actually mean? Take banking, for example:<\/em><\/div>\n<div><\/div>\n<div class=\"\">\n<ul class=\"\">\n<li class=\"\"><em>Does such a headline mean that banking has become less trustworthy?\u00a0<\/em><\/li>\n<li class=\"\"><em>Or does it mean that\u00a0people have become less trusting of banks in general?<\/em><\/li>\n<\/ul>\n<\/div>\n<div><\/div>\n<div class=\"\"><em>In the case of Wells Fargo, you can make a good case that the problem was specific to the firm \u2013 rampant cases of untrustworthy behavior. Wells Fargo showed itself to be unworthy of trust.\u00a0<\/em><\/div>\n<div class=\"\"><\/div>\n<div><\/div>\n<div class=\"\"><em>But take the case of violent crime: it is down, verifiably, over two decades in the US. At the same time, just as verifiably, fear of violent crime is up. That is a problem of perception on the part of would-be trusters.\u00a0<\/em><\/div>\n<div class=\"\"><\/div>\n<div><\/div>\n<div class=\"\"><em>If you are interested in improving trust, you must define the problem: does it lie in the trustworthiness of specific would-be trustees? Or does it lie in excessive risk-avoidance on the part of would-be trustors?<\/em><\/div>\n<div class=\"\"><\/div>\n<div><\/div>\n<div class=\"\"><em>Focusing on \u2019trust\u2019 itself masks the practical question: is it a problem of trusting, or of trustworthiness.\u00a0<\/em><\/div>\n<p>&nbsp;<\/p>\n<p class=\"p9\"><strong>Charlie, generally, do you think the global &#8220;trust&#8221; climate is improving or worsening? What actions are making it better or worse?<\/strong><\/p>\n<div><\/div>\n<div class=\"\"><em>There is plenty of data \u2013 some flawed, but some very good \u2013 that suggest we are in a period of declining trust. It is tempting to ascribe this to political polarization, tribalism, and nationalism. But I think there is a bigger threat.\u00a0<\/em><\/div>\n<div class=\"\"><\/div>\n<div><\/div>\n<div class=\"\"><em>The larger problem is that we have come to de-emphasize the inherently personal nature of trust. The strongest form of trust is personal, not institutional. Yet much of the public dialogue is about institutional trust: and much of the discussion about how to improve trust is also about institutional or structural fixes to trust.\u00a0<\/em><\/div>\n<div class=\"\"><\/div>\n<div><\/div>\n<div class=\"\"><em>Factors driving down the focus on personal trust include:<\/em><\/div>\n<div class=\"\">\n<ul class=\"\">\n<li class=\"\"><em>A deep-seated business preference for metrics and quantification, including on things that are frankly quite non-measurable<\/em><\/li>\n<li class=\"\"><em>A fascination with \u2019scientific\u2019 explanations of trust, including many neuroscientists and Big Data, which have the effect of downgrading traditional, and still valuable, other approaches to the subject\u00a0<\/em><\/li>\n<li class=\"\"><em>The de-humanization that comes out of most participation in social media<\/em><\/li>\n<li class=\"\"><em>The de-humanization that comes out of the very nature of \u2018online\u2019 social media participation as a substitute for direct human conduct<\/em><\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><strong style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">Many claim we have a crisis of trust. Do you agree?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><em>Yes.\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p8\"><strong>Charlie, how has your membership in our <a href=\"https:\/\/trustacrossamerica.com\/cgi-bin\/alliance.cgi\">Trust Alliance<\/a> benefitted you professionally?<\/strong><\/p>\n<div><\/div>\n<div class=\"\"><em>Invaluable direct contact with other fellow-travelers interested in the exploration of this very rich topic.\u00a0<\/em><\/div>\n<div class=\"\"><\/div>\n<p>&nbsp;<\/p>\n<p><strong>Charlie, thank you so much for your time and more importantly for your commitment to elevating organizational trust. What would you like our audience to know about you?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Charles H. Green is an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and CEO of <a href=\"https:\/\/trustedadvisor.com\">Trusted Advisor Associates<\/a>, he is author of <em>Trust-based Selling<\/em><u>,<\/u> and co-author of <em>The Trusted Advisor\u00a0<\/em>and the <em>Trusted Advisor Fieldbook<\/em>.\u00a0 He has worked with a wide range of industries and functions globally. Charles spent 20 years in management consulting. He majored in philosophy (Columbia), and has an MBA (Harvard).<\/p>\n<p>A widely sought-after speaker, he has published articles in Harvard Business Review, Directorship Magazine, Management Consulting News, CPA Journal, American Lawyer, Investments and Wealth Monitor, and Commercial Lending Review.<\/p>\n<p><strong>And while you are here, <a href=\"https:\/\/trustacrossamerica.com\/tap-into-trust.shtml\">Tap Into Trust and complete our 1 minute\/1 question quiz<\/a>. Find out how the level of trust in your workplace compares to hundreds of others.<\/strong><\/p>\n<p><strong>Did you miss our previous 2020 insights? Access them <a href=\"https:\/\/trustacrossamerica.com\/trust-insights.shtml\">at this link<\/a>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong><a href=\"https:\/\/trustacrossamerica.com\/cgi-bin\/contact.cgi\">Contact us<\/a> for more information on elevating trust on your team or in your organization.<\/strong><\/p>\n<p>Copyright 2020, Next Decade, Inc.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"wp-best-social-bookmark\"><ul class=\"socials\"><li class=\"oknotizie\"><a href=\"http:\/\/oknotizie.virgilio.it\/post.html.php?url=https:\/\/www.trustacrossamerica.com\/blog\/?p=4648&title=Trust Insights Week #5: Charles H. Green\" title=\"Share this on oknotizie\"> <\/a><\/li><li class=\"twitter\"><a href=\"http:\/\/twitter.com\/home?status=Trust Insights Week #5: Charles H. Green &raquo; https:\/\/www.trustacrossamerica.com\/blog\/?p=4648\" title=\"Share this on twitter\"> <\/a><\/li><li class=\"delicious\"><a href=\"http:\/\/del.icio.us\/post?url=https:\/\/www.trustacrossamerica.com\/blog\/?p=4648&title=Trust Insights Week #5: Charles H. Green\" title=\"Share this on del.icio.us\"> <\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>\u201cTrust\u201d is what happens when a risk-taking trustor meets a virtuous trustee.&#8221; Charles H. Green, Trusted Advisor Associates<\/p>\n<p>(The definition is surprisingly important, because it is rarely followed in practice.)<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[404,454],"tags":[122,9,116,3,5,7],"_links":{"self":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/4648"}],"collection":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4648"}],"version-history":[{"count":7,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/4648\/revisions"}],"predecessor-version":[{"id":4663,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=\/wp\/v2\/posts\/4648\/revisions\/4663"}],"wp:attachment":[{"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.trustacrossamerica.com\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}