Communication is the currency of family business. Trust levels determine the bandwidth of that communication. Few things are more frustrating and anxiety-provoking than feeling shut out of vital communication channels in a family business. Conversely, it’s affirming and energizing to be entrusted with important information one hadn’t previously known. How can a family member working in a family business position himself or herself to be in the know? By building trust.
4 Ways to Build Trust
Aspen Family Business Group recently transitioned from for-profit to non-profit. Among the many fine articles now available for free is one by William Roberts on how engaging (read: communicating with!) the rising generation is crucial to enduring family business success. For a strong intergenerational dialogue, trust must be both granted and earned. Aspen’s Leslie Dashew, drawing upon decades of consulting with family businesses, has identified 10 Cs that contribute to trust-building. (Aspen Family Business Group, Coffee with Leslie Dashew 5/15/25) In our view, four crucial ones are:
Consistency
Most people believe that the best predictor of future behavior is past behavior. Do you have a solid track record, or has past performance been spotty and erratic?
Competence
Are you actually able to deliver what you are promising, or is there a gap between your aspirations and your ability?
Commitment
Are you all-in, sold out for the work before you, or are you distracted and ambivalent?
Character
Is your personal integrity intact and your moral compass established, or do you waffle between conflicting values and priorities?
The 5th C: Collabortion
Collaboration is another C that builds trust, so here’s a suggestion. Show this list to a trustworthy, influential person in your family business. Ask them which of these you might address to build greater trust, and how. Welcome suggestions without becoming defensive or argumentative. Then follow through. Collaboration of this kind allows you to build a base of shared experience, making possible a valid current assessment of your trustworthiness.
Selena Gomez sings in a pop anthem, “Tell Me Something I Don’t Know.” If you have a similar yearning, ask a family business stakeholder to suggest ways you can enhance your trustworthiness. For a confidential sounding board as you tee up this conversation, or suggestions for whom to approach, and when, or how to frame your request, contact us below.
