If there’s one thing I’ve learned after 25 years of leading people and building businesses like Thirsty and The Pages Food Group, it’s this: the biggest job of a leader isn’t strategy, innovation or execution — it’s building trust.
Without trust, you can’t lead effectively. People may follow your instructions, but they won’t give their best. They’ll comply, but they won’t commit. But when people trust you, they’ll go the extra distance — not because they have to, but because they want to.
And here’s the truth: trust can’t be inherited, mandated or bought. It has to be earned — day by day, decision by decision. Here’s how:
1. Walk your talk.
Nothing destroys trust faster than inconsistency. If you preach excellence but accept mediocrity, your people notice. If you talk about respect but act like a tyrant, they’ll lose interest. At The Pages Food Group, we make it a point to live by the values we promote — service, continuous learning, candor and accountability. It’s not about being perfect — it’s about being consistent.
2. Show up and be present.
Leadership isn’t about giving orders from a distance. It’s about being there when it matters. That’s something that you can’t delegate. When we opened our first Thirsty carts in 1996, I made it a habit to visit daily — not to micromanage, but to support, listen, and observe. That physical presence built trust faster than any team-building seminar could.
3. Keep your promises — especially the small ones.
It’s not just the big decisions that shape trust—it’s the small, quiet ones. Returning a call. Giving feedback when promised. Being on time for meetings. Following through. I often say that momentum comes from small wins. Trust works the same way. Each small promise kept builds a stronger foundation.
One recent example I’ll never forget: when a guest complaint at one of our restaurants could’ve easily gone viral and damaged the brand, I chose not to go on the defensive. I treated the situation — and the guest — with fairness and respect. That choice didn’t just protect our reputation — it earned the deeper trust of our team, who saw firsthand that our values aren’t just words on a wall.
In a family business like ours, titles may be passed down — but trust must be earned. And that starts at the top.
So if you’re a leader — of a company, a team, or a family — make trust your first priority. Because when people trust you, they’ll help you build something great.