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How do you build back trust in your stakeholders when things become wobbly?
Has the National Athletic Trainers' Association succumbed to the level of Uber?
It's about real thoughtful step-by-step work that anyone can learn.
In 2017 Uber had an identity crisis with many of its stakeholders losing trust in the foundations of the company....The press reporting on a horrific sequence of events of sexual harassment; the Delete Uber campaign due to the treatment of drivers; how the company handled the taxi strike...
Their relationship with all parties was terrible, so it was a perfect storm of public events that gave light to what was going on privately.
Uber had lost trust with every single major stakeholder; employees, riders, drivers, regulators, owners, leaders—there was an emotional blockade.
Then we dive deeper into the experience of the drivers. For example, the absence of the company's empathy around what it was really taking to feed your family in the gig economy was getting in the way of designing a viable job. There were small details that weren't being listened to. Like, “Why do you send me in the opposite direction of my home when it's my last ride?” The drivers had all kinds of reasonable ideas, which could entirely could have been implemented within five minutes, none of them were hard, but Uber just hadn't focused on it.
CEO Travis Kalanick stepped up to thoughtfully think of how to fix the companies tarnished reputation.
Trust is everything. It's the foundation of all human progress.
The Mechanics of Trust:
You are more likely to trust me if you experience my authenticity, empathy, and logic. The real committed to you with a rigorous plan that is worthy of your trust. And anytime we don't see trust between two people, one of those three pillars are missing.
The trust of the drivers wavered due to not believing that the company had empathy towards them. They believed that the company was being authentic, and they believed in the rigor of the plan (logic), but the drivers didn't feel that they were a key constituent in it. Whereas there was an impression that Uber saw the riders as the key constituent.
When there is an imbalance of authenticity, logic, or empathy the relationship between two constituents gets shaky. For example, the drivers at Uber did not think that the company saw them as a priority which is a guarantee to create quicksand instead of a solid foundation.
How can the NATA implement the three pillars of trust back into its constituents?
Shelby 7/2024
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