June 24, 2025

The Trust Equation: Measuring, Building, and Leading with Intention a WiLD Trust Index conversation with Chris Shaffer

55 minutes

In this illuminating WiLD Conversation, Dr. Rob McKenna and Sabeth Kapahu sit down with Chris Shaffer, WiLD Leaders Strategic Development Architect and former Microsoft director. Chris Shaffer unpacks the profound shift in how we understand and cultivate trust in today's complex world.

Moving beyond mere information, they delve into how real trust is "worked out" through vulnerability, conflict, and genuine relationship. Discover why measuring trust isn't just about assessment, but about igniting critical conversations and empowering leaders to address hidden challenges at scale. This episode is a must-listen for any leader ready to move from the "unconscious incompetent" to the "unconscious competent" in building a culture where trust isn't just a buzzword, but a tangible, measurable foundation for success.

Five Key Leadership Takeaways:

Trust is Not Just Information; It's Interaction: Dr. McKenna emphasizes that in today's personalized information landscape, true trust goes beyond what we're told or read. It's "worked out" through conversation, tested in conflict, and proven in vulnerability. Leaders must foster environments where this interactive trust can flourish, rather than relying on one-way information dissemination.

Measure to Manage: You Can't Improve What You Don't See: Chris Shaffer powerfully argues that measuring trust moves it from the "dark" of unconscious incompetence into the "light" of conscious awareness. Without concrete data, leaders are left to guess at their organization's trust levels, making intentional improvement nearly impossible. Measuring trust provides the clarity and actionability needed to identify specific areas of strength and opportunity.

Trust Assessment Fuels Growth, Not Judgment: Counterintuitively, the most common emotional response Chris observes from leaders after seeing their trust results (even low ones) is gratitude. This isn't about passing or failing a test; it's about receiving a clear, honest picture of reality. Leaders with a growth mindset embrace these insights as a starting point for improvement, demonstrating courage and a willingness to be "editable."

Leaders Have Blind Spots – Data Illuminates Them: Whether a leader suspects a trust issue or is unsure, the Wild Trust Index illuminates strategic blind spots by providing precise details. It offers a clear framework for understanding trust at personal, team, and organizational levels, guiding leaders to focus on specific drivers rather than broad, undefined problems. This precision empowers targeted action.

Trust is the Root Cause of Culture: Complementary, Not Competitive: While culture surveys measure symptoms, the Wild Trust Index gets to the foundational root cause. Trust is the bedrock upon which healthy organizational culture is built. Measuring trust provides a deeper understanding of underlying dynamics, complementing broader culture assessments and offering actionable levers to improve overall organizational health.

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