Trust builds strong teams, protects reputations, and keeps businesses moving forward. In this interview, Jeremy Capell breaks down how transparency drives trust and what leaders can do to foster both.
1. Why is trust so critical for organizations in today’s environment?
Trust is the glue that holds relationships together, and in today’s volatile environment, it has never been more critical. When disruptions occur—whether it’s a supply chain delay, a data breach, or a public relations crisis—trust is what ensures stakeholders stick with you instead of looking for alternatives. Crises will happen, but it’s when you are in those circumstances that it becomes clear who you can trust.
For example, during the COVID-19 pandemic, many companies faced unprecedented challenges. Organizations that had built strong trust with their employees and customers were able to navigate this uncertainty more effectively. Employees stayed engaged even as roles shifted, and customers remained loyal even when delays or disruptions occurred.
Trust allows organizations to maintain continuity, protect their reputation, and foster long-term loyalty, even in difficult circumstances. It’s not just an asset—it’s a lifeline.
2. What role does transparency play in building trust?
Transparency is the foundation of trust. It shows stakeholders—whether they’re employees, customers, or partners—that you have nothing to hide. In today’s fast-paced digital world, where misinformation spreads quickly, transparency demonstrates accountability and integrity. Speak first – speak the truth – speak fast. Negative perceptions are hard to change once established.
Take the example of a company experiencing a data breach. Organizations that openly communicate what happened, how it’s being addressed, and what measures are being implemented to prevent future issues often see less reputational damage. Compare that to companies that try to downplay or cover up the issue—it’s the difference between rebuilding trust and losing it entirely.
Transparency fosters understanding and builds confidence that the organization is reliable and capable of handling challenges head-on.
3. Can you share an example of transparency helping an organization navigate a crisis?
I worked with a logistics company during a global supply chain crisis. Delays and disruptions were unavoidable, but instead of keeping customers in the dark, the company took a proactive approach. They issued regular updates about delays, provided clear timelines for resolution, and communicated the steps they were taking to ensure future reliability.
Customers appreciated the honesty and were willing to adjust their expectations. By the end of the crisis, the company’s customer satisfaction scores were actually higher than before the disruptions began. Transparency didn’t just help them navigate the crisis—it strengthened their relationships and reputation.
4. How can organizations create a culture of transparency?
Creating a culture of transparency starts with the tone at the top. Leaders need to model transparent behavior, both with employees and customers, by being honest about challenges, openly discussing decisions, and sharing information across teams. For example, if a company is going through a restructuring, leaders who communicate the reasons behind it, the expected outcomes, and how it will affect employees can reduce uncertainty and foster trust.
I have heard different CEOs deal with situations very differently. I have heard good CEOs in a crisis say, “What would I want to know if I was the customer?” – that’s what we should be sharing with customers.
Transparency also requires systems that encourage open communication. This could include regular town hall meetings, anonymous feedback channels, or clear communication protocols during crises. When employees see that transparency is a priority, it becomes ingrained in the culture.
5. What advice would you give to leaders looking to strengthen trust with their stakeholders?
My advice is to focus on listening and engaging. Trust isn’t built through one-way communication—it requires dialogue. Take the time to understand the concerns and priorities of your stakeholders, whether they’re employees, customers, or partners.
Once you have that understanding, communicate consistently and authentically. Don’t shy away from sharing challenges or setbacks—stakeholders value honesty, even when the message is difficult. Remember, trust is built through actions as much as words, so follow through on your commitments.
6. What trends are shaping how organizations approach transparency?
One major trend is the demand for greater accountability around social and environmental issues. Stakeholders—especially younger consumers and employees—want to know where companies stand on issues like sustainability, diversity, and ethics. Companies that fail to be transparent about these topics risk losing trust and relevance.
Another trend is the rise of digital transparency. In an era where information spreads instantly, organizations must be proactive about communicating in real time. Social media, for example, is a powerful tool for transparency, but it also requires agility and authenticity to use effectively.
7. How can transparency drive resilience during times of change?
During times of change, transparency provides clarity and stability. When stakeholders understand why changes are happening and how they’ll be affected, they’re more likely to support the organization’s efforts.
For example, during a merger, clear communication about the timeline, goals, and benefits can alleviate uncertainty and maintain morale. Conversely, a lack of transparency can lead to confusion, resistance, and even attrition. Transparency builds alignment and trust, which are essential for navigating change successfully
8. What’s the connection between transparency and innovation?
Transparency fosters collaboration, which is essential for innovation. When teams are open about their challenges and ideas, they’re more likely to develop creative solutions. Similarly, transparent partnerships with suppliers or collaborators often lead to stronger, more innovative relationships.
For example, an organization that shares its innovation goals and challenges with its partners can work together to co-create solutions. Transparency removes barriers and builds the trust needed for meaningful collaboration.
9. How do you measure trust and transparency in an organization?
Trust and transparency can be measured through stakeholder feedback. Surveys, focus groups, and net promoter scores (NPS) are useful tools for gauging trust among employees, customers, and partners.
It’s also important to monitor metrics like employee engagement, customer retention, and public sentiment. These indicators can provide valuable insights into how your transparency efforts are resonating and where improvements are needed.
10. What’s your vision for the future of trust and transparency in organizations?
The future is one where trust and transparency are integral to every aspect of business. Organizations that embrace openness will not only earn loyalty but also drive innovation, attract top talent, and set themselves apart as leaders.
In the long run, trust and transparency aren’t just strategies—they’re the foundation for resilience and sustainable growth in a complex world.
Summary
Building trust takes work—but the payoff is resilience. As Jeremy explains, leading with openness and accountability strengthens relationships with employees, customers, and partners. Start making trust a daily practice in your organization today.