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- Effective at Earning Trust
This week I released a special episode of Think Like Amazon where I highlight my top 7 learnings from the first 33 episodes. It’s an honest reflection on what’s stuck with me, and if you like this newsletter, I think you’ll really enjoy it. You can check it out here: YouTube or Audio (and it would be amazing if you can actually subscribe!)
One topic that specially resonated with me was the idea that earning trust is something that cannot be developed and how some seem "born with the ability," while others struggle (Lesson 4 from the podcast episode). But that’s not true. So this week, I wanted to go deeper.
Tip of the Week: You don’t need to be "born with it" to earn trust - you just need a system, some consistency, and the willingness to give before you ask.
THE THEORY
Trust is built through repetition and reliability. We often think trust requires charisma, but in reality, it requires consistency. Research by Frei and Morriss suggests that trust is built on three things: authenticity, logic, and empathy. But none of these matter if we’re not consistently showing up. Justin Maner mentioned in our podcast that reliability over time is what moves us from “I respect you” to “I trust you.” Charisma might open the door, but dependability is what keeps it open.
Systems will compensate a lack of social instincts. Sean Johnson’s 5-25-150 model is one of my favorite approaches here. It categorizes your network into three tiers and applies a rhythm of consistent outreach - weekly for your closest five, monthly for the next 25, and quarterly for the 150. He tracks personal details, goals, pain points, and asks a simple question: How can I help this person right now? I’ve seen many high performers do a version of this. The ability to have thoughtful follow-ups, remembering prior conversations, and consistently showing up in small ways does require a system (even if you think it feels unauthentic, for a lot of us it would be exhausting for this to just "come naturally").
Giving before asking builds natural trust. Not everyone is wired to be a “giver” from the start... but the truth is that generosity is a habit. You can train yourself to give. Set a weekly goal: make one introduction, send one helpful article, or check in on one contact without expecting anything in return. Over time, this becomes your default. Adam Grant’s book Give and Take shows that the most successful people are strategic givers, who consistently offer value without keeping score.
MY PERSONAL THOUGHTS
Networking was the biggest unlock of my move to the U.S. I’ve now lived in the U.S. for nearly 11 years, and looking back, the biggest shift in my career has been learning to build trust through intentional networking. In Latin America, trust-building is more informal and often tied to longer relationships. Here, I saw people using spreadsheets or tools to keep track of everyone they knew. I thought it was robotic, even freaky. But now, I see it differently. Some people are naturally great at remembering names, birthdays, last conversations. Others aren’t. And if you’re in the second group, you really only have two choices: ignore the skill and miss out - or develop your own version of it. I believe the healthy middle is building a system that helps you be thoughtful on purpose, to the point is still feels authentic.
HOW TO PUT THIS INTO PRACTICE
Start your 5-25-150 list. If you’ve never done this, open a blank spreadsheet. List your top 5 contacts (mentors, close colleagues - these can change), 25 key people (stakeholders, collaborators), and your broader 150. Keep it simple.
Write one way to support each person. For each contact, ask: What could I do for them today? It might be sending a helpful link, sharing a relevant opportunity, or just saying congrats.
Track key conversations and notes. Use a notes column to write down personal details (e.g. last meeting, goals, pain points). This helps future follow-ups feel warm, not weird.
Set a recurring calendar cadence. Block 15 minutes weekly to reach out to someone on each tier. You don’t need a reason, just make it a habit to check in and offer help.
Practice daily “micro-trust moments.” Trust is built in the small moments (sharing credit, asking for feedback, or checking in when there’s no agenda). Add these moments intentionally to your daily behavior.
As always, if you've read this far and think I can help you, just ask. Let’s earn trust, one system (and small act) at a time.
Trustfully,
Jorge Luis Pando
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