Trust Is the New Currency - and Communication Is How You Earn It
- Steve Lisle
- Jul 15
- 6 min read
Updated: Jul 16
Trust: Customers buy it, colleagues feel it, and your success depends on it.
In a world full of noise, what sets trusted professionals apart isn’t just innovation, intelligence, or experience; it’s how clearly and consistently they communicate.
Effective communication is hard. It’s uncomfortable. It takes discipline. It takes honesty. And it requires more emotional intelligence than most people think. But when done right, it’s one of the most powerful tools we have.
The words we choose, the speed at which we respond, and the clarity with which we explain things; these small decisions create something big: confidence. And confidence changes how people behave. It earns trust, drives momentum, and builds the foundation for action, even when the message is difficult to hear.
“In the security industry, that kind of trust isn’t optional. It’s the currency everything runs on.”
At Effortlo, we’ve built our model around this mindset. We remove the layers that slow communication down. We enable direct access to the experts doing the work. We make it easy for teams to stay aligned, informed, and moving forward. Because when communication flows, trust follows - and when trust flows, everything works.
Here’s what we’ve learned about how communication builds trust, accelerates results, and strengthens relationships, especially when it matters most.
How Communication Makes People Feel: The Power of a Prompt Response
People don’t just want answers, they want acknowledgment.
A simple five-word response, “Got it, working on it now,” can have an outsized impact. It shows you’re present. It builds confidence. It calms anxiety. It says, “This matters to me too.
Short, timely messages can carry tremendous weight:
✔ "Following up now, will loop you in shortly."
✔ "Saw this, and it’s on my radar.”
✔ "Still waiting on an update - checking again today.”
You don’t need to have all the answers in the first message. Showing that you’re responsive and engaged creates emotional relief and a sense of momentum.
Clear, honest, and consistent communication can build high trust among employees, with 80% agreeing that it fosters trust.
In our line of work, where crises, compliance issues, or security threats are often in play, every moment of silence feels like risk. That’s why effortlo empowers direct lines of communication between customers and experts. No middle layers. No ambiguity. No guessing.
The Cost of Poor Communication: Breakdowns That Derail
Poor communication isn’t just annoying, it’s expensive.
It leads to:
Unclear responsibilities
Frustrated customers and partners
Delayed deliverables
Higher costs
And worst of all - broken trust
But here’s the part that’s often overlooked: communication must be a two-way street.
It’s not enough for the partner or service provider to communicate clearly; the customer plays an equally important role. When information is delayed, vague, or incomplete, it doesn’t just create internal friction - it directly impacts outcomes. The project stalls. Timelines slip. Resources sit idle. And ultimately, both parties lose time, money, and momentum.
Even a simple, timely response like:
“I don’t have that answer yet, but I’m working on it. I’ll follow up by [date/time].”
…is far better than silence. And just as importantly, follow through on that check-in, even if your only update is: “Still waiting - here’s what I’ve done so far.” The act of communicating itself instills confidence and shows accountability.
Here’s the truth:
You can recover from a late deliverable.
You can’t recover from being viewed as unreliable or unresponsive.
Great communication keeps everyone aligned. It’s proactive, reciprocal, and consistent - especially when things are uncertain.
The Silence Factor: What Happens When You Don’t Communicate?
Silence creates stress. And when people don’t hear from you, they start filling in the blanks:
“Did they forget?”
“Is there a problem they’re not telling us?”
“Is this going to fall through?”
And in security, operations, or project delivery, perceived inaction feels like actual risk.
When communication goes quiet, trust erodes. Even saying “No update yet—still waiting on confirmation” keeps people engaged and reassured. Silence, on the other hand, leaves room for doubt, frustration, and reputational damage.
“Even Bad News Is Better Than No News”
At Effortlo, we operate on 100% transparency. That means the good, the bad, and everything in between gets shared. There is no room for:
Hoping someone won’t notice
Blaming the next person down the line
Withholding information to protect image or ego
Mistakes happen – people miss timelines, underestimate complexity, or get it wrong. That’s human. But trying to hide it? That’s what kills trust.
Here’s the truth: your personal brand and your company’s brand are always on display. People are watching how you show up when things don’t go according to plan.
Trust is earned through transparency, and communication is what earns it.
At Effortlo, we’ve built a marketplace where trust is the currency. The experts in our community are held to the highest standards not because we expect perfection, but because we expect transparency.
Overcommunication isn’t the problem—meaningless communication is.
Clarity is never the issue. Wasting people’s time is. Communication should move the work forward, not slow it down.
There’s a big difference between confirming understanding and turning every five-minute check-in into a 20-minute time suck.
Respectful communicators:
✔ Clarify key points without overexplaining
✔ Avoid cluttering inboxes or meetings with updates that don’t serve a purpose
✔ Know when relationship-building small talk is appropriate, and when it’s not
There is a time for asking about someone’s kids or their vacation. But not every conversation is the time for it. Be human. Be kind. But read the room.
Am I the Best Communicator? No. But I Work On It.
I’ll be the first to admit: communication is hard.
It takes constant effort to be intentional with your words, to read between the lines, and to respond - even when you’re exhausted, frustrated, or overwhelmed. Nobody gets it perfect all the time, including me.
And communication only gets harder when the stakes are high. When family, loved ones, or deeply personal values are involved, the things people care about most - emotions, can hijack the conversation. Tensions rise. Patience shrinks. And suddenly, your ability to communicate clearly vanishes, even when you know better.
Stress has a way of making us forget every tool we’ve ever learned for effective communication. We talk too fast, too bluntly, or not at all. But in those moments, the words we choose matter more than ever - because they shape how others respond, how people come together, and whether trust survives the pressure.
I don’t pretend to have it all figured out, and have a lot of work to do. But I do recognize the importance of not only clear and respectful communication, but also active listening (another topic for another day).
When the pressure’s on and emotions are high, your ability to communicate becomes your most important asset.
Be Real. Be Respectful. Be There.
Communication doesn’t have to be polished. It just needs to be honest and respectful. It needs to show that you care, that you’re present, and that you’re working to solve the problem.
In today’s economy, trust is the new differentiator. It’s how you win business, keep talent, and stay ahead in industries that demand integrity, like security.
There’s room for mistakes. There’s no room for:
Deception
Overpromising
Hiding margins or details
Disrespecting people or their time
Your personal brand and your company’s brand are defined by how you communicate when things go well, and especially when they don’t.
At Effortlo, we don’t overpromise. We don’t pad rates. We don’t make excuses. We believe in real, respectful, timely communication. Because that’s what builds trust, and trust is what drives long-term success.
Final Thoughts
Whether you’re leading a project, managing a crisis, or building your brand, communication is your most powerful tool. It doesn’t have to be perfect. But it does have to be present, purposeful, and grounded in respect.
Because when people trust you, they work with you. And when they know you’ll show up, own the hard stuff, and keep them in the loop, that’s when real progress begins.
Steve Lisle is the Founder and CEO of effortlo. Effortlo is the world’s only marketplace built exclusively for trusted security resources, giving security experts a discreet way to promote their skills and connect with customers. Effortlo is transforming how companies address security challenges by offering instant access to credible, capable professionals - validated through a professional chain of trust - and empowering customers to move fast through transparent, streamlined processes that eliminate friction and deliver results when it matters most.
Do you want to learn more about how effortlo helps companies solve security challenges? Schedule an introduction.
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