{"id":7105,"date":"2020-01-31T15:10:32","date_gmt":"2020-01-31T19:10:32","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=7105"},"modified":"2022-03-24T15:59:32","modified_gmt":"2022-03-24T19:59:32","slug":"simon-sinek-trust","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/","title":{"rendered":"Simon Sinek on Trust: The Foundation of a Successful Team"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.shortform.com\/blog\/simon-sinek-biography\/\">Simon Sinek<\/a> views trust as foundational in a <a href=\"https:\/\/www.shortform.com\/blog\/what-makes-a-business-successful\/\">successful business<\/a>. What is Simon Sinek&#8217;s advice on building <a href=\"https:\/\/www.shortform.com\/blog\/trust-in-the-workplace\/\">trust in the workplace<\/a>? Is it important to <a href=\"https:\/\/www.shortform.com\/blog\/follow-your-intuition\/\">trust your gut<\/a>?<\/p>\n\n\n\n<p>We&#8217;ll cover Simon Sinek&#8217;s views on trust and examine why trust is integral to creating and maintaining a successful business.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Simon Sinek: <strong>Trust and Culture Go Together<\/strong><\/h2>\n\n\n\n<p>Simon Sinek says trust is important because it\u2019s the foundational building block of culture. Culture emerges when <strong>a group of people who believe and value the same things unite around those shared ideals. <\/strong>&nbsp;When we are around people who think like us, we start to trust them.&nbsp;<\/p>\n\n\n\n<p>On an individual level, we form communities with people who share similar beliefs, values, and ideals. In other words, we form communities with people who share our WHY.&nbsp;<\/p>\n\n\n\n<p>Consequently, those with strong WHYs tend to attract like-minded people and create a <a href=\"https:\/\/www.shortform.com\/blog\/create-a-sense-of-belonging\/\">sense of belonging<\/a>. That\u2019s why companies with strong WHYs tend to have strong cultures and high levels of trust, both internally and externally.&nbsp;Simon Sinek believes trust is both a precursor and a result of a strong culture.<\/p>\n\n\n\n<p><strong>Being in a community of people who are there for the same reasons builds trust.<\/strong> We believe that someone who shares our beliefs is also more likely to have our back and not take advantage of us.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Consider hiring a babysitter. You don\u2019t know much about this person, other than that she\u2019s from the same community and thus might have the same values as you. Yet you trust this near-stranger with taking care of people dearest to you &#8211; your children.<\/li><\/ul>\n\n\n\n<p>In turn, <strong>having trust allows people to take risks<\/strong>.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>If you didn\u2019t trust your babysitter, you wouldn\u2019t take the risk of leaving your house to have a night out.<\/li><li>Similarly, in the workplace, if you didn\u2019t trust your leadership or team to take care of you if you took a risk and failed, you wouldn\u2019t take that risk.<\/li><li>Without trust, people will worry about protecting themselves, which is the cause of office politics.&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Simon Sinek on <strong>Trust and the Limbic Brain<\/strong><\/h2>\n\n\n\n<p>Simon Sinek teaches that the feeling of trust is located in the limbic brain (our emotional center).&nbsp;<\/p>\n\n\n\n<p>That\u2019s why personal recommendations from people we trust hold so much power: it taps into our limbic brain. When we trust the person, we\u2019re more likely to follow their recommendations, even if they seem illogical.&nbsp;<\/p>\n\n\n\n<p>According to Simon Sinek, trust beats out rationality. The trick to inspirational marketing, then, is to activate networks of trusted people to talk about you and your company.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Case Study from Simon Sinek: Trust and Continental Airlines&nbsp;<\/strong><\/h2>\n\n\n\n<p>Continental Airlines was largely considered one of the worst airlines in the United States in the 1980s. Without a clear WHY, the company made decisions that were expedient, not correct. That led to employee exploitation, which destroyed employees\u2019 trust in their company and leadership. In turn, employees mistreated the customers. Continental Airlines\u2019 <a href=\"https:\/\/www.shortform.com\/blog\/building-a-positive-workplace-culture\/\">company culture<\/a> was miserable, and the airline was in a downward spiral.<br><\/p>\n\n\n\n<p>When Gordon Bethune became CEO in 1994, the company had just lost $600 million and ranked last in every measurable metric.&nbsp;<br><\/p>\n\n\n\n<p>Bethune could see that the company had no culture and no common vision. So he decided to fix Continental by creating trust between the company and its employees. Some of the ways he did this were:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Creating an open-door policy for every Continental employee and giving them access to the company\u2019s headquarters (which they previously did not have)&nbsp;<\/li><li>Only hiring team players\u2014and letting go employees who weren\u2019t interested in his vision<\/li><li>Giving every single employee a bonus each month that Continental had one of the top five highest on-time percentages<\/li><li>Creating a family, \u201cwe\u2019re in this together\u201d atmosphere for employees, which tricked down to customers<\/li><\/ul>\n\n\n\n<p>The year after Bethune took the reins, Continental posted a $250 million profit. And under Bethune\u2019s leadership, <strong>Continental would go from being one of the worst airlines in the United States to one of the best.&nbsp;<\/strong><br><\/p>\n\n\n\n<p>And it all happened because<strong> <\/strong>Bethune focused on earning trust. That trust created a company culture where employees felt protected and inspired, which led to incredible success.&nbsp;This is one of Simon Sinek&#8217;s examples of trust and its results.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Simon Sinek Says Trust Your Intuition<\/strong><\/h2>\n\n\n\n<p>Simon Sinek also addresses trust in a different way. Trust of oneself. Business runs on a series of decisions. Whether it\u2019s deciding what to sell, who to sell it to, or how to staff your organization, leaders have to make tons of decisions every day.&nbsp;<br><\/p>\n\n\n\n<p><strong>Many businesses and people rely on data <\/strong>to guide their <a href=\"https:\/\/www.shortform.com\/blog\/integrative-decision-making\/\">decision making<\/a>. We obsess over discovering details, thinking this will lead to better <a href=\"https:\/\/www.shortform.com\/blog\/methods-of-decision-making-crucial-conversations\/\">decision-making<\/a>. We read books and journals, go to trade conferences, and ask our friends for more information.&nbsp;<br><\/p>\n\n\n\n<p>But <strong>in many situations, more data doesn\u2019t help make a better decision<\/strong>. We\u2019re often tempted to think that a project didn\u2019t work because of some missing vital detail. But sometimes, we have the entire premise of our <a href=\"https:\/\/www.shortform.com\/blog\/how-to-gather-information-2\/\">information gathering<\/a> incorrect, or we start with a wrong critical assumption. In these cases, no amount of extra data would have helped us make the right decision.<br><\/p>\n\n\n\n<p>Sinek uses an example to illustrate how easily we can make mistaken assumptions. Read this description of a leader and imagine who it is:<br><\/p>\n\n\n\n<p><em>\u201cA 43-year-old man was sworn in as the leader of his country on a cold January day. This man was raised Roman Catholic. His predecessor was a general who led his nation\u2019s armed forces in a wary to defeat Germany.\u201d<\/em><br><\/p>\n\n\n\n<p><a href=\"https:\/\/www.shortform.com\/blog\/your-genius\/\">Who are you<\/a> picturing? It\u2019s tempting to think of John F. Kennedy. But in fact, it\u2019s January 1933, and the description is of Adolf Hitler.<br><\/p>\n\n\n\n<p>The point is that it\u2019s easy to make wrong assumptions without knowing it. In these cases, collecting more data might not correct your decisionmaking, because you start with a <a href=\"https:\/\/www.shortform.com\/blog\/faulty-assumptions\/\">flawed assumption<\/a> about what\u2019s driving your business.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Trust Your Gut<\/strong>?<\/h3>\n\n\n\n<p>What\u2019s the alternative to making decisions with data? <strong>Simon Sinek says trust your gut. <\/strong>In many situations, we have no relevant data or ignore the evidence, yet we make decisions using our intuition that turn out just fine.&nbsp;<br><\/p>\n\n\n\n<p>When you start with WHY, you define a guiding direction that allows you to make proper decisions, even with incomplete data. Essentially, your WHY is the correct assumption about your business, and you avoid getting misled by false assumptions.<br><\/p>\n\n\n\n<p>Sinek uses an analogy of a group of American executives who visited a Japanese car assembly line. The executives were confused by the door installation process. In the United States, a line worker would take a rubber mallet and tap the door on the edges to fit it perfectly into the car frame. In the Japanese manufacturing line, this step was missing. The American executives were perplexed.<br><\/p>\n\n\n\n<p>The Japanese guide explained: their doors simply fit without manual adjustment, because they were designed to fit perfectly from the beginning. They engineered the right outcome from the beginning.<br><\/p>\n\n\n\n<p><strong>When you know WHY you\u2019re doing what you\u2019re doing, you\u2019re able to start making correct decisions from the outset<\/strong>.&nbsp;This is why Simon Sinek counsels you to trust your gut.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Simon Sinek views trust as foundational in a successful business. What is Simon Sinek&#8217;s advice on building trust in the workplace? Is it important to trust your gut? We&#8217;ll cover Simon Sinek&#8217;s views on trust and examine why trust is integral to creating and maintaining a successful business.<\/p>\n","protected":false},"author":4,"featured_media":7125,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,14],"tags":[70],"class_list":["post-7105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-management","tag-start-with-why","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Simon Sinek on Trust: The Foundation of a Successful Team - Shortform Books<\/title>\n<meta name=\"description\" content=\"Simon Sinek views trust as foundational in a successful business. 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Learn Sinek&#039;s advice on building trust in the workplace and learning to trust your gut.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-31T19:10:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-24T19:59:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/01\/start-with-why-trust.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"767\" \/>\n\t<meta property=\"og:image:height\" content=\"427\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amanda Penn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amanda Penn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/\"},\"author\":{\"name\":\"Amanda Penn\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/01b0e4c9ddb993e51d03808839d538b0\"},\"headline\":\"Simon Sinek on Trust: The Foundation of a Successful Team\",\"datePublished\":\"2020-01-31T19:10:32+00:00\",\"dateModified\":\"2022-03-24T19:59:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/\"},\"wordCount\":1239,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/01\/start-with-why-trust.jpg\",\"keywords\":[\"Start with Why\"],\"articleSection\":[\"Business\",\"Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/\",\"name\":\"Simon Sinek on Trust: The Foundation of a Successful Team - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/simon-sinek-trust\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/01\/start-with-why-trust.jpg\",\"datePublished\":\"2020-01-31T19:10:32+00:00\",\"dateModified\":\"2022-03-24T19:59:32+00:00\",\"description\":\"Simon Sinek views trust as foundational in a successful business. 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