Written by Peter Tran

Whether you’re leading a small, close-knit team or a large, dynamic team, your leadership is always in motion – and always visible. Every conversation, every meeting, every decision is an opportunity to reinforce what kind of leader you are. Naturally, challenges and tough moments will arise: feedback from team members, spirited discussions in meetings, or pushback during change. But these are not setbacks – they’re valuable tests of leadership that give you the chance to show what you’re truly made of.

In these moments, you draw on your Leadership Assets. We all have them, and we all continue to develop them over time. One stands out as the most important – your greatest leadership asset: Trustworthiness.

Trust is the foundation on which every strong team, culture, and company is built. Without it, even the most skilled leaders struggle to inspire and guide others. With it, you create loyalty, resilience, and extraordinary performance. Author John Hamm put it well in his book, Unusually Excellent: The Necessary Nine Skills Required for the Practice of Great Leadership:

“To my mind, there is absolutely nothing more important than a leader's trustworthiness. As anachronistic as it may sound in the twenty-first century, men and women whose word is their honour, and who can be absolutely trusted to be fair, honest, and forthright, are more likely to command the respect of others than any other type of person.”

These timeless qualities – Honour, Fairness, Honesty, and Forthrightness – still define truly exceptional leaders.

Over the years, I’ve had the privilege of observing many leaders. The ones who stand out are those who uphold their company’s values even when it’s difficult. They address small issues before they become major problems. They understand that a strong culture is maintained through consistency and integrity.

I’ve also seen how real character is tested when money or pressure enters the equation. True leaders remain principled, even when the stakes are high. Trustworthiness isn’t something you claim – it’s something you demonstrate, especially when it's inconvenient.

Here are two critical reminders for building and protecting a culture of trust:

1. Zero tolerance for ethical breaches. Integrity is non-negotiable. When someone acts unethically, it’s not just a mistake – it’s often a sign of a deeper character issue. Ignoring it rarely leads to change.

2. The standard applies to everyone, especially top performers. If your team sees that results excuse bad behaviour, the message is clear: trust and values only matter sometimes. That’s a message that erodes culture and long-term success.

It takes courage and conviction to hold the line, especially with high performers. But when you do, you lay the foundation for a team where trust is mutual, promises are kept, and everyone knows the standards are real.

Being trustworthy is more than a trait – it’s the cornerstone of leadership. And fine character, built on trust, is the hallmark of truly great leaders. When you lead with integrity, you don’t just build success – you build something that lasts.

Guard your trustworthiness fiercely. It is your greatest asset – and one that sets you apart.