The #1 Way to Build Trust With Your Team—And Why It Matters More Than Ever

Aug 5

Let’s just say it: Trust is hard to come by these days.

People don’t trust their politicians. They don’t trust institutions. And sadly, many don’t trust their leaders at work. That’s a gut punch for anyone trying to run a business the right way. But it’s also a massive opportunity—because if you can learn how to build genuine trust, you’ll stand out.

On this episode of the TrustBuilt Podcast, I sat down with CEO coach and former licensed counselor Ben Cashion to unpack what it actually takes to lead with trust in a world full of doubt. His story is unique—part startup guy, part therapist—and it gives him a rare lens into the emotional weight of leadership.

And trust me, the man knows his stuff.

We talked about:

Competence and Confidence — Why trust begins when you actually know what you’re doing... and believe it.
Clarity over Ambiguity — As Ben says, “In the absence of clarity, people make up stories.” Leaders, it’s our job to write the right ones.
Compassion in Conflict — Ben dropped practical gold about preparing for hard conversations and helping team members feel seen—even when the pressure is on.
How Founders Can Lead from the Inside Out — We got real about how startup stress shows up in strategy, communication, and even our bank accounts… and what to do about it.

What I appreciated most was Ben’s ability to merge head and heart. Whether he's coaching a CEO through a cash flow crisis or helping someone find the courage to make a tough personnel call, he brings a deep, steady presence to the room. And that presence builds trust faster than any policy or pep talk ever could.

Shifting Perspective

One gem I can’t stop thinking about:

“So much of trust is built when you can show the other person that you understand what it’s like to be in their seat in that moment.”

It sounds simple, but it’s one of the most underrated leadership skills: perspective-taking.

Not sympathy. Not just “active listening.” But slowing down long enough to see the moment through their eyes.

Ben and I unpacked this in a way that hit home for me, and I think it will for you, too.

Here’s how you can apply it:

Practical Ways to Build Trust by Seeing Their Seat

Before a tough conversation, ask yourself: “What might this feel like for them?”
Write it down. Say it out loud. Try to sit in that feeling for 60 seconds. It will change how you lead the conversation.
Name the tension out loud.
“I imagine this isn’t easy to hear.”
“You might be wondering what this means for your role.”
These phrases show empathy without losing leadership posture.
Be clear and kind (not vague and nice).
Trust is eroded when people sense you’re sugarcoating or hiding something.
Ben said it best: “Clarity is the antidote to ambiguity.”
Ask curious questions instead of defensive ones.
Instead of “Why didn’t you do X?” try “Can you help me understand what you were seeing in that moment?”
Affirm the person’s value even in hard conversations.
Remind them of the bigger picture: “This conversation doesn’t change how much we value you. It’s part of how we grow together.”