This video gives a clear overview of the four behaviours that shape how trust is built in real conversations: Credibility, Reliability, Intimacy, and Self-Interest, defined by David Maister and his research.

It explains what each behaviour looks like in practice, how it appears in your everyday language, and the impact it has on the people around you.

You’ll see how:

• Credibility strengthens confidence through clarity and expertise

• Reliability builds trust through consistency and follow-through

• Intimacy creates openness and psychological safety

• Self-Interest affects alignment and how your intentions are interpreted

The video shows the balance of behaviours that underpin trust — highlighting how your everyday language builds or erodes confidence, shapes relationships, and drives the quality of your interactions.

Trust Benchmarks

• Credibility – 30%
  Clarity, expertise

• Reliability – 30%
  Consistency, follow-through

• Intimacy – 30%
  Openness, safety

• Self-Interest – 10%
  Alignment