Covey introduces the metaphor of the five waves of trust to illustrate how trust operates, starting with the individual; extending into relationships, organizations, and marketplace relationships; and ultimately encompassing global society. This “inside-out” approach suggests that to build trust with others, people must first start with themselves.

Covey emphasizes the importance of personal credibility and encourages readers to question whether others can trust them. He maintains that credibility can be increased by understanding its four key elements, or “cores.” These fall into two categories: Two cores relate to character and two to competence. These areas are equally important to trust and are within one’s ability to develop or change, ultimately enhancing trust in all areas of life.

Covey explores self-trust as the first wave of trust, asserting the need for personal credibility to build trust with others. He breaks down credibility into four cores: integrity, intent, capabilities, and results. Being honest, transparent, skilled, and results-oriented nurtures self-trust. Covey underscores that minor failings in keeping personal commitments can erode self-trust and affect one’s credibility, impacting interpersonal and organizational relationships. Crucially, a leader’s credibility significantly influences organizational outcomes.

Covey provides an

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