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VonKarin Sebelin

Trust needs a new thinking … a new culture


In this article we explain how to create trust …

You can download this article as practical guide here: –> DOWNLOAD



Trust needs a new thinking … a new culture


It is a wide-spread thinking that the surest way to create trust is by trusting others and being trustworthy.

At first glance, this is not false. However, we too much focus on this trustworthiness in business.
We value people via their competence, credibility and trustworthiness and hesitate to give our trust.
This is the crucial point. We normally know what we should do, but don’t do it.

In business it is all about collaboration and building relationships of trust.
A good moral behavior, openness, honesty, and integrity are principles that deliver here essential results.

Trust means trusting yourself, that the right behavior and actions lead to business.


Values and Virtues


An organization creates a culture of trust through the own values and virtues.

„Culture is the foundation – trust is the path.“ ~ Karin Sebelin


1.)  What are virtues … and why is character so important?


Virtues are habits that you engrave into your identity, habits that direct you toward what is good.
You, of course, need to know how to develop and cultivate such virtues.
That is clear, no question.

„We are what we repeatedly do. Excellence, then, is not an act but a habit.“ ~ Aristotle



Character defines a person and when you are an ethical person of character, you hope that the people around you have admirable character traits.
Character development is no job for some hours. It’s a way of life.
You cannot say: „I forget my ethical thinking, at the moment!“
You cannot turn off being virtuous like a light switch, depending on the situation.
That is not possible.

Virtues are habits towards excellence. One day a virtue is a stable aspect of a person’s character.
But don’t think that having a settled habit means that you have a virtue.
Virtues are grounded on stable habits, but they aren’t identical to them.


The first virtues were identified by the two Greek philosophers Aristotle and Plato, who regarded temperance, wisdom, justice, and courage as the most desirable character traits. (Wikipedia)

Courage is the first virtue that makes all other virtues possible.” — Aristotle

These four virtues became known as the cardinal virtues, while faith, hope and charity were referred to as the theological virtues.

 „Virtue is the only true nobility.“ ~ Thomas Fuller

A list of seven heavenly virtues, to oppose the seven deadly sins, appeared later in an epic poem entitled Psychomachia, or Battle/Contest of the Soul. Written by Aurelius Clemens Prudentius, a Christian governor who died around 410 A.D., it entails the battle between good virtues and evil vices. The enormous popularity of this work in the Middle Ages helped to spread the concept of holy virtue throughout Europe. The virtues are identified as chastity, temperance, charity, diligence, patience, kindness, and humility.

We rather judge people via bad character traits than via their good character traits.
Their honesty is normal for us, but their dishonesty is something that we really feel and then tend to criticize.
When people lack the trait of honesty, you can’t count on them. Here we see how important an excellent behavior is.
Character traits are important, always.


The virtues of trust for building credibility and intimacy 


Authenticity: Only when we are authentic, people will trust us. We should avoid trying to impress others and playing a role.

Tolerance and Acceptance: All people want to be accepted and respected for who they are. We should not judge or criticize people. Treat people how you would be treated.

Openness and Transparency: People who are honest and straightforward are seen as credible and good to work with. Don’t hide anything. Admit flaws and mistakes.

Reliability: People we relate to want to know if we do what we say we will do. Keeping promises is very important.

Congruence: Congruence means thinking, saying and doing are all the same. Being a „whole“ person.


Only when we are able to deliver these 5 points of virtues as organization, we are seen as an organization of trust and credibility, and as brand.


Tips for building credibility


1. Tell the truth.

„Tell the Truth“ is an essential element to branding in the modern world. – Karin Sebelin

2. Be yourself.

3. Be prepared. Show people that you have learned and experienced something, that you have done your homework.

4. Admit, when you don’t know something. 

5. Have a picture of the ideal client. Means, when the client does not fit in the scheme, be honest.

6. Think about what your client could need. Think about the informational and emotional necessities.

7. Speak about fears or most common fears, that people have in dealing with your industry.





A person who has vices, thinks and feels the wrong way and out of that does wrong things.
A person who has virtues does things out of harmony with feelings, motives, habits, thinking, and actions.
Being virtuous requires action, but it also requires feeling, thinking, seeing and doing in a way that stands for the virtue.
Attitude speaks for you and leads to trust and to success. It is of advantage leading an excellent life, full of virtues.
Being an excellent human being means realizing your real nature, how you are, and that leads to living a life in accord with the good.


2.)  What are values? 


Values form the framework for how an organization delivers services and presents the own identity as brand.
Each of the values is linked with a kind of behavior that leads to best leadership.

Values drive relationships, leadership, structure and all processes of an organization.

A brand is strong when it is seen as the champion of values ( that means it has authority rather than mere power).
Brands have become cultural champions, and we expect them to add value to our lives.
They become emotional symbols and promote values that create followers and fans.
Brands to exist on the net, they must have friends and followers.

Honesty, trust, tolerance, gratitude, and respect are values.

A brand manager should ask:

Do we sell products and services, or values? The answer would be: Values.


Brands are known by the trust they create


Being a strong brand means people recognize that certain values are essential for the company as brand.
And people are attracted by these values.
They begin to like and trust the company for these values.
Strong brands attract people with similar beliefs.

It takes time to build brand awareness, trust and emotional bonding.
What really makes a name become a brand is the fact that this name stands for trust, respect, passion and engagement.
If a brand is not able to create a community, it is no real brand.




When your purpose, vision, trust, and values are expressed as a brand that people find distinctive, relevant and consistent,
you are on the best way to a remarkable and successful brand.


Be a Role Model 


A good leader creates more leaders. A good leader is always a good mentor. He is a teacher for others.

Being a role model in behavior for others speaks for a leader. We should model the behavior we want to see.

„You must be the change you wish to see in the world.“ ~ Mahatma Gandhi

A good leader is reliable, delivers on the own promises, supports others, and is always interested in others.

This leads to trust.




Instead of focusing on processes and competences, on reputation, on first impression or on hearsay, show your human side and act with humanity.

See the human being, a person with flaws and mistakes, who needs our trust, and give your trust.

Give people a fair chance!

Show an interest in other people!

Make the first step and welcome people in your environment and life!

Invest more in trust!

Find opportunities to get to know people better!




A culture of trust starts with you, … with your own trust for others …





Karin Sebelin is an author, entrepreneur, (copy)editor, and personal coach for trust marketing (KPT = Key Person of Trust) and English.

She has written two German books for kids, for the age of first reading, was co-author in a German anthology and has published the books

  • „Trust … the only kind of influence that really matters“ (published in print and for Kindle / via Createspace and Amazon)
  • „THE ETHICAL ENTREPRENEUR“ (Kindle eBook (via Amazon))

Her success story began as writer, editor, proofreader and freelance journalist, as founder and CEO of Presse-Service Karin Sebelin. Here she made first acquaintance with the topic trust. Through business networking on Ecademy (former Social Business Network) from August 2011 until July 2012, she learned much about tolerance, trust and collaboration. Through her big success in this network – people loved her blogs and work very much and for many weeks she ranked as number 1 in the Ecademy Score ( among 600.000 members ) for being so engaged with and by others – she realized how important trust in our life is and that good leadership puts people first.

As leadership expert for #trust she is always interested in exciting projects and collaborations.

„Culture is the foundation – trust is the path.“ ~ Karin Sebelin

She lives with her husband and their two sons in Friolzheim, Germany.

To be notified for new updates and offers, please follow Karin’s blog


Her book on trust

TRUST … the only kind of influence that really matters

redefines what it really means to trust.

It dispels the myth that we have to earn trust, that we have to prove our trustworthiness.

Successful people now it better. Trust is not about being trustworthy.

Aiming on trustworthiness makes us to trust hunters, profit seekers and untrustworthy human beings.

We see everything from a winning perspective, instead of seeing the human being, who needs our trust.



The book is available from Createspace and via and


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