Leadership: The foundation of trust is keeping to your words and promises
Oluwole Dada
In today’s business environment, where promises can be as fleeting as weather forecasts, leaders who stand by their words become epitome of integrity. Their actions help their followers and team members to trust them easily. Keeping to their words makes them more authentic in the sight of their team members. It is a way to build trust, and it increases their credibility which eventually enhances their influence. True leadership has its foundation in trust and that is earned through keeping your words. This article will explore a lot of examples showing how successful business leaders have demonstrated the power of keeping promises and the impact it has had on their organizations.
When Warren Buffett’s acquired Berkshire Hathaway in 1983, he publicly pledged not to lay off workers at the struggling New Bedford textile operations despite mounting losses. This was a tough commitment, but it exemplifies leadership built on unwavering commitment. Even though the business continued to decline, he kept his word for several years, managing the gradual transition while ensuring workers had time to find new opportunities. This demonstration of keeping his word, even at a financial cost, has become a cornerstone of his reputation for trustworthy leadership. Leaders become effective by doing what they say and saying what they mean. They are conscious of their commitments to their team members. They don’t make promises they won’t keep. They know the value of their words hence they don’t speak carelessly.
Compare the above with former WeWork CEO Adam Neumann’s leadership style. He repeatedly promised employees that their stock options would be worth millions, encouraging them to accept lower salaries in exchange for equity. When WeWork’s valuation collapsed in 2019, those promises proved empty, devastating employee trust and contributing to the company’s dramatic downfall. This serves as a stark reminder of how broken promises can unravel even the most promising enterprises. Resist the urge to commit when you know that the probability of occurrence is low. Learn to say “no” if that will save you from breaking your promises. Keeping your word makes you stronger and it helps you to lead with honor. True leaders are honorable men and women. Broken promises come with a cost.
Satya Nadella’s early days at Microsoft demonstrates the importance of being honest about what you can’t deliver. Rather than making sweeping promises about competing with Apple’s iPhone success, he made the difficult decision to write off the Nokia acquisition and publicly acknowledge Microsoft’s need to refocus. This honesty, though initially painful, established his credibility as a leader who wouldn’t make promises he couldn’t keep. When leaders keep their word, they build the foundation of trust in their business. Alan Mulally’s tenure at Ford Motor Company during the 2008 financial crisis showcases the power of matching words with actions.
When he promised employees there would be no bailout, he delivered by mortgaging Ford’s assets, including its iconic blue oval logo, to secure private financing. His commitment to avoiding government assistance, unlike Ford’s competitors, earned unprecedented trust from employees and stakeholders alike.
When Ed Bastian, CEO of Delta Air Lines, faced the COVID-19 pandemic, he made a clear promise to employees: there would be no involuntary furloughs for front-line workers. Despite industry-wide layoffs, Delta kept this promise through voluntary retirement programs andreduced schedules. This commitment to his word strengthened employee loyalty during the industry’s most challenging period. Employees are ready to give their sacrifices to a leader whose word they can trust. Mary Barra’s leadership at General Motors shows how keeping even seemingly small promises builds trust. When she promised to address safety concerns, she established a “Speak Up for Safety” program and personally reviewed safety issues. This consistent follow-through on day-to-day commitments created a culture where employees believed their leaders’ words carried weight.
In an era where corporate commitments often seem written in sand rather than stone, leaders who make their word their bond stand out. They understand that trust, once broken, is hard to rebuild, and that consistent promise-keeping creates a foundation for lasting success. As the ancient proverb states, “Better to not promise than to promise and not deliver.” Business leaders would do well to remember that their words shape not just their personal credibility, but the very culture of their organizations. In the end, a leader’s legacy is built not on the grandeur of their promises, but on the consistency with which they keep them.
Oluwole Dada is the General Manager at SecureID Limited, Africa’s largest smart card manufacturing plant in Lagos, Nigeria.
