The ‘Know, Like, Trust’ Economy: Leslie Greenwood on Building Authentic Business Relationships

In a recent LinkedIn post, Leslie Greenwood delves into the foundational elements of the modern economy, emphasizing the critical triad of “know, like, and trust” as the bedrock of successful business interactions and transactions. Greenwood argues that in today’s landscape, these principles are not merely beneficial but essential for fostering collaboration and driving significant financial exchanges.

The post highlights that the journey to mutually beneficial relationships begins with recognition and understanding. Greenwood states:

“We have to know each other to have the possibility to help/support one another. Pretty simple, I can’t help someone if don’t know who they are.”

This initial stage of ‘knowing’ someone is presented as a prerequisite for any form of assistance or collaboration. Without basic awareness of an individual’s identity and context, the potential for support remains unrealized.

The Importance of Respect and Human Connection

Moving beyond mere acquaintance, Greenwood emphasizes the ‘like’ component, which signifies a baseline of respect and positive regard. While acknowledging that deep friendships aren’t always necessary, Greenwood asserts the importance of recognizing a person’s fundamental decency and integrity.

“Like. There has to be a general respect. While we don’t need to be besties, I want to know you’re a good human.”

This suggests that a perceived positive character is crucial for building a bridge towards deeper engagement. As Greenwood explains, this ‘liking’ is about more than personal affinity; it’s about a mutual respect that underpins professional interactions.

Building Trust: The Long Game of Social Capital

The cornerstone of Greenwood’s framework is ‘trust,’ which is depicted as a valuable asset built over time through consistent actions and demonstrated reliability. Greenwood elaborates on how trust is cultivated and deployed:

“Trust. Happens over time. Do we spend our social capital on each other to make the intro, say each others name in a room we’re not in, give you an at bat for the next product I’m buying?”

This involves actively investing social capital by making introductions, advocating for others, and providing opportunities, even when there’s no immediate personal gain. Greenwood frames this as a demonstration of genuine care for another’s best interests, a concept intrinsically linked to personal branding and reputation.

Demonstrating Value and Earning Grace

Greenwood provides actionable advice for cultivating these essential qualities. Key strategies include consistent presence (‘Show up!’), generous knowledge sharing, actively supporting others, maintaining communication, aligning words with actions, and consistently exceeding expectations (delivering ‘110%’). Furthermore, Greenwood highlights the necessity of ‘earning grace’—building a reserve of goodwill that allows for second chances when mistakes inevitably occur.

The post concludes with a stark reminder of the delicate nature of these relationships, noting that while trust takes years to build, it can be shattered in moments. Greenwood’s insights underscore the strategic importance for professionals to actively invest in building and maintaining genuine connections based on knowing, liking, and trusting.