Can Trust Be Explained Simply? The Equation That Changed How I Pitch

Can trust be explained simply?

I thought I knew trustworthiness, but when I needed to explain it, I was stumped.

I have spent my career helping entrepreneurs pitch better. I teach them to use business storytelling principles, cite data and evidence, and build characters with authenticity. I thought I knew what "trustworthiness" meant.

But when asked to quantify it — to explain it simply — I realised I didn't have the language for it.

At a recent pitching panel, Patrick Ng referenced the famous Maya Angelou concept: "People do not remember what was said; they remember how they feel about the story."

The Equation of Trust

That was until I learnt that Maister, Green, and Galford, in their seminal work The Trusted Advisor, had actually solved this problem. They didn't just define trust; they turned it into a math problem.

They deconstructed the abstract concept of trustworthiness (T) into four distinct, measurable variables:

To make this personable, here is how I translate these academic terms into human language:

• Credibility (C): "I know my stuff." (Intellectual expertise and knowledge).

• Reliability (R): "I keep my promises." (Consistent action and dependability).

• Intimacy (I): "I listen and understand you." (Emotional safety and empathy).

• Self-Orientation (S): "I am here for me." (Focus on self-interest).

The Numerator vs. The Denominator

The framework is brilliant because it separates assets from liabilities.

The Numerator (Credibility, Reliability, Intimacy) builds trust. You want these numbers to be high. When you cite data, you build Credibility. When you show up on time, you build Reliability.

But the Denominator — Self-Orientation — is the killer.

Because it divides the equation, it is the most critical variable. It measures the extent to which a presenter focuses on their own ego or personal gain versus the audience's needs.

Here is the hard truth: A small increase in perceived Self-Orientation can drastically destroy overall trust. It doesn't matter how "credible" (C) or "reliable" (R) you are. If your audience feels you are only doing this for yourself (high S), your Trust score (T) plummets.

How to Pitch for Trust

So, how do we use this in a pitch, a digital transformation plan, or a startup story? We stop trying to impress and start trying to relate.

A good pitch isn't just a list of features; it is a mechanism to optimize this equation:

1. Identify the audience and their needs. (This lowers Self-Orientation. You are proving it is about them, not you.)

2. Contextualise how the idea will benefit them. (This builds Intimacy. You are showing empathy for their specific situation.)

3. Share a logical chain of thought backed by data. (This builds Credibility. You prove you have the expertise to solve the problem.)

4. Remind them of a better future. (This builds Reliability. You are outlining a consistent path forward.)

When I pitch now, I don't just check my slides for typos. I check my equation. Am I building assets in the numerator? And more importantly, am I keeping my ego out of the denominator?

Trust isn't magic. It's math. And the numbers don't lie.