Why Great Communicators Build Trust First

People do not believe a message simply because it is clear.

They believe it because they trust the person delivering it.

In this episode of Communicast, Scott D’Amico spoke with Andrew Sykes, founder of Habits at Work, executive educator at the Kellogg School of Management, and leadership communication expert, about why trust is the foundation of effective communication.

The conversation explored trust, storytelling, empathic listening, influence, meetings, and why communication skills may become even more important in the age of AI.

Trust Comes Before Belief

Andrew shared a powerful idea: before people decide what they believe, they decide whom they trust.

That means communication does not start with the facts, the slide deck, the data, or the recommendation.

It starts with trust.

Great communicators understand that the first moments of an interaction matter. Their tone, presence, body language, listening, and ability to connect all shape whether people are open to the message that follows.

This is one reason executive presence matters so much. Presence is not about looking polished for its own sake. It is about showing up in a way that helps people feel confident enough to listen, engage, and act.

The Meaning of Communication Is in the Result

One of Andrew’s most memorable points was that the meaning of communication is found in the result.

In other words, it does not matter only what you intended to say.

What matters is what people understood, believed, felt, and did after receiving the message.

This is where many communicators struggle.

They assume that because they said something clearly, the communication worked.

But if the audience leaves confused, unconvinced, defensive, or inactive, the communication did not achieve its purpose.

Effective communication requires leaders to pay attention to impact, not just intent.

Great Communicators Listen Beneath the Words

Andrew also challenged the common idea of active listening.

He argued that simply nodding, maintaining eye contact, and appearing attentive is not enough.

Great listeners go deeper.

They listen for the emotion beneath the words.

They listen for the concerns beneath the emotion.

They pay attention with their whole body, not just their ears.

That kind of listening builds trust because people feel seen, heard, and understood.

For leaders, this is especially important when navigating difficult conversations, feedback, conflict, or change. Strong executive communication skills require more than delivering the right message. They require understanding what others are really communicating back.

Stories Change Minds More Effectively Than Facts Alone

Andrew described storytelling as one of the most powerful communication skills a leader can develop.

Facts and figures are important, but they rarely move people on their own.

In many cases, data can cause people to defend their existing beliefs more strongly.

Stories work differently.

They help people see themselves in the message.

They create emotional connection.

They make ideas easier to remember.

And they allow people to arrive at insight without feeling like they were forced there.

That is why business storytelling is such a valuable leadership skill. When leaders can wrap information in a story, they make complex ideas easier to understand and easier to act on.

How Leaders Rebuild Trust

Trust is not only something leaders need to build.

Sometimes, they need to rebuild it.

Andrew made an important distinction: something may not be your fault, but it may still be your problem as a leader.

This is especially true when a leader inherits a team where trust has already been damaged.

His advice was not to lead with excuses or even an immediate apology.

Instead, start by acknowledging what happened and asking about the impact.

That simple question changes the conversation:

“What was the impact on you?”

When leaders ask that question sincerely, they stop centering their own intentions and start centering the experience of the people affected.

From there, they can take responsibility, repair what can be repaired, and be honest about what cannot be fixed immediately.

That is how trust begins to return.

Questions Are More Than a Way to Get Answers

Andrew also described questions as a multi-purpose leadership tool.

Some questions help people feel connected.

Some questions clarify understanding.

Some questions help people see a situation differently.

And some questions help people identify the next right action.

Strong communicators do not ask questions only to collect information.

They ask questions to build trust, shift perspective, and help people move forward.

That makes questioning one of the most underused skills in leadership communication.

Meetings Are a Leadership Communication Opportunity

Andrew also pointed out that the way leaders run meetings is a communication skill.

Many professionals spend a significant portion of their week in meetings, yet very few meetings are truly effective.

Strong leaders know how to open a meeting with purpose, guide the conversation, manage participation, and close with clarity.

Meetings are not just calendar events.

They are moments where trust, clarity, alignment, and momentum are either built or lost.

Communication Skills Matter More in the Age of AI

As the conversation wrapped up, Andrew shared a timely reminder.

In an age where AI may take over or reshape many technical tasks, interpersonal communication, trust building, and influencing skills become even more important.

Technical expertise still matters.

But professionals who can build trust, communicate clearly, influence others, and inspire action will continue to stand out.

Communication is not a soft skill.

It is a career-shaping skill.

Final Thoughts

Great communicators do more than speak clearly.

They build trust first.

They listen beyond the words.

They use stories to help people understand and act.

They ask better questions.

They take responsibility for impact.

And they recognize that communication is measured not by what was said, but by what happened next.

To hear the full conversation with Andrew Bryant, listen to Episode 123 of Communicast: A Communication Skills Podcast.