We’re going to be hearing a lot about trust in organizations this year. As we begin to figure out the new terms of engagement for the workplace in 2021, we’ll need to make sure that building and maintaining trust is a deliberate outcome of everything we do as communicators.
We’ve got years of data supporting the idea that people in high trust organizations are happier and outperform those in lower trust places. In fact, they report 74% less stress, 50% more productivity, 40% less burnout and much more energy and overall satisfaction with their lives.[1]
Professor, author and neuro-economist, Paul Zak joined us on the podcast to talk about how organizations can use neuroscience to understand, predict, measure and, most importantly, build and sustain trust,
Speaking of predictions, our recent podcast guest, Paul Zak uses smart watches to quickly test messaging, images, music and more using to assess which neurochemicals are released when audiences consume the content. The data is aggregated and ready for use immediately. If you have a big change initiative on the horizon, you may want to try this out in your next focus group.
Key Topics
- Suitcases full of money for studying trust (1:44)
- Why communicators need to fall in love with oxytocin (4:03)
- The eight elements of building trust (6:28)
- How Zappos worked on trust (7:55)
- Communicating to persuade (10:18)
- Persuasive stories in action (14:30)
- Applying neuroscience at work (16:46)
- Elizabeth gives a sh*t about neuroscience (19:55)
- What we’re liking (24:40)
Other Resources Highlighted in this Episode
Podcasts
Videos
- Ted Talk: Trust, Morality and Oxytocin by Paul Zak
Books
- The Moral Molecule by Paul Zak
- Trust Factor by Paul Zak
- The Behaviour Business by Richard Chataway
- The Island at the Center of the World by Russell Shorto
- The Experience Economy by Joseph Pine and James Gilmore
- The Pull of the Stars by Emma Donoghue
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[1] Zak, P. 2017. The Neuroscience of Trust. Harvard Business Review
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