When It Comes to Your Career: It’s Not Who You Know, But Who Trusts You.

“People don’t do business with businesses. People do business with people they trust.”- James Bricklyn

In an increasingly competitive world, your success isn’t defined by the number of people you know but by the depth of trust you’ve cultivated with them. Knowing someone opens the door, but trust determines whether they invite you in and advocate for you to others.

Why It Matters

Knowing people is easy in today’s hyperconnected world. You can attend events, connect on LinkedIn, or exchange business cards at conferences. However, these surface-level connections don’t guarantee opportunities.

Trust is the foundation of influence, collaboration, and action. It turns acquaintances into allies and networks into resources. When someone trusts you, they’re willing to vouch for you, invest in you, or follow your leadership. Without trust, even the strongest credentials or widest networks won’t carry you far.

For example:

• A job referral from someone who trusts you holds significantly more weight than a cold application.

• A client who trusts you is more likely to renew contracts or recommend you to their network, creating exponential growth in your business.

Trust isn’t given lightly—it’s earned. And it’s the currency that transforms who you know into who truly matters.

Actions to Take

Here’s how you can shift your focus from “knowing” to “being trusted”:

1. Build Trust Through Consistency

• Be dependable and follow through on commitments.

• Example: If you promise to deliver a project by Friday, don’t just meet the deadline—exceed expectations by providing additional insights or solutions.

2. Create Rapport with Shared Understanding

• Invest time in understanding the needs, values, and goals of others.

• Example: When networking, instead of pitching yourself immediately, ask thoughtful questions about their challenges or aspirations.

3. Provide Value Without Expectation

• Offer help, insights, or resources without expecting immediate returns.

• Example: Share an article or connect someone with a helpful contact, even if there’s no direct benefit to you.

4. Communicate Clearly and Honestly

• Be transparent about what you can and cannot do. Overpromising and underdelivering destroys trust.

• Example: If you’re asked for help outside your expertise, be honest and recommend someone who can.

5. Cultivate Comfort by Being Approachable

• Show empathy, listen actively, and create an environment where people feel safe sharing their concerns.

• Example: As a leader, regularly check in with your team members to understand their challenges and provide support without judgment.

Examples of Trust in Action

• Career Advancement: Sarah, a mid-level manager, didn’t get promoted because she knew the VP. She got promoted because the VP trusted her ability to lead, based on her consistent results and open communication.

• Business Growth: John, a consultant, landed a $100,000 client not through flashy marketing but because his former client trusted his work so much that they personally referred him to the CEO.

• Networking: Emily, an aspiring entrepreneur, joined a mastermind group where she built trust over time by contributing ideas, showing up consistently, and supporting others. When she launched her startup, her group members became her first investors.

Bottom Line:

Success isn’t just about who you know—it’s about who trusts you. While building a network is important, the true value lies in the relationships you nurture. By focusing on trust, rapport, and comfort, you’ll turn connections into opportunities and create a foundation for long-term success.

Start today: Be consistent, provide value, and always put trust at the forefront of your relationships. Because in the end, the people who trust you are the ones who’ll help you achieve your biggest goals.

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"Action is the foundational principle to all success" - Pablo Picasso