b'Trust Is Key toempathy and respect (humanity), they are more willing to provide honest feedback and constructive ideas for Building a Culture improvement. Clear expectations (transparency) actually encourage workers to take on more responsibilityraising of Innovation their hand to lead the next new initiative. Similarly, having the resources and agency to do their job well (capability) prompts team members to be more intrapreneurial, Trust is hard to define. Its even harder to build.learning new skills on their own. Keeping promises (reliability) leads to worker recommendations, enhancing As humans, we all instinctively know when trust is there, andan organizations external brand, and attracting new we know when its missing. Thats why weve spent nearlytalent. Overall, a more trusting workforce is more eager the last three years studying what builds trust with workers,to collaborate and provide valuable diversity of thought customers, and partners. Heres what weve learned.when it comes to shaping innovative concepts.First, trust must be built from the inside-out, startingSo how can you get started? Consider using TrustID with with your workforce. Trusting workers are 180% moreyour team to measure how trusted you are today and motivated to work. A trusting, more motivated workforceuncover your biggest opportunities to build trust. achieves double the customer satisfaction. Organizations with satisfied, highly trusting customers see up to 4x improvement in their market cap. Second, the building blocks of trust are the same no matter who youre building trust with. We call these TheWenny KatzensteinFour Factors of Trust: humanity, transparency, capability,Managing Director, Deloitte Consultingand reliability. Together, they make up a ground-breakingWenny Katzenstein is a leader with Deloittes platform called TrustID, which measures The FourTechnology, Media, & Entertainment practice Factors of Trust and helps organizations take morewith 20+ years of client-side experience at The targeted action to build trust from the inside-out. Walt Disney Company, NBCUniversal, and Sony. Third, trust drives human behavior. As a managerFocused on consumer strategy, Wenny drives seeking to foster innovation on your teams, its criticalinitiatives that yield growth through insights, technology, innovation, and experiences.to understand how the Four Factors can encourage the behaviors that fuel innovation. Emily WernerIts easy to see how building trust through the FourSenior Manager, Deloitte DigitalFactors can lead to these behaviors. When your teamEmily Werner oversees the Deloitte Consulting members feel like they are treated as whole humans withEnterprise Trust platform where she is responsible for managing both internal and external trust research and projects. Having spent most of her career focused on enhancing experience, Emily brings a human-centered design approach toDeloitte research shows(re)building trust.that when workers believe a brand is high in.HUMANITY 1.5 x more likely to provide honest feedback to improve their employerTRANSPARENCY E Y A R E T . . H . 1.5 x more likely to take on additional responsibilityCAPABILITY1.6 x more likely to learn new skills on their own to improve their workRELIABILITY1.5 x more likely to recommend their employer to a friend, family member, or colleague2023 Intrapreneurship & Innovation Report'