Jeff Bloomfield: The Science of Trust – How Great Communicators Connect
Posted in: PSA Partnership
In our most recent partnership webinar, Jeff Bloomfield, former biotech executive, farm boy, and cancer survivor, addressed the #1 determining success factor of any organization – the ability to communicate effectively and gain trust amongst all of your critical audiences – customers, vendors, strategic partners, and employees.
With his unique background and knowledge of neuroscience and how it impacts the way our corporate world communicates, Jeff dove into the biology and chemistry of how our brains process trust, change, and decision making. During his virtual workshop, he discussed the science behind the two types of trust and how leaders can deliver information in the right way and in the right order to drive a positive impact both inside and outside of their organization. Consider these key takeaways from Jeff’s presentation to become an effective and trustworthy communicator.
How Does Your Brain Process Trust?
Our brains can be broken down into two networks, the analytical and the emotional/empathic.
- The analytical network, or the “thinking brain”, consists of the neocortex, which is located on the outside of the brain. This network processes information through rational thought, evaluation, comparison, skepticism, and judgement.
- The emotional/empathic network contains the limbic system, which is located at the root of the brain. This network processes information through memory, feelings, instincts, visualization, avoidance, survival, and safety.
When we are deciding to make a change, we process the information “inside out”. In other words, we activate our decisions through our emotional/empathic network first, then validate what we decided to do through our analytical network.
So, how does this relate to communicating effectively? Well, if you want to make an impact on your employees or coworkers, you have to communicate through their emotional network first. For example, if you are communicating with an employee, the more data you use, activating their analytical network, will result in the employee questioning your agenda and becoming more skeptical of you. If you start the conversation with a relatable story first, activating their emotional/empathetic network, the employee will be more likely to connect with you and build trust.
What are the Two Types of Trust?
In the corporate world, there are two types of trust present. These include:
- Professional – When you want to have someone trust you professionally, you place an emphasis on highlighting your knowledge and skills to gain credibility and respect from them.
- Personal – This trust is based on affinity. By being honest, authentic, and vulnerable, an individual will connect with you and find you more trustworthy.
When you want someone to trust you professionally, you need to gain their personal trust first. They will feel more connected and comfortable with you.
How can you get the right information, delivered in the right way, and on a consistent basis?
As Jeff stated, “the intensity of one’s beliefs drives the consistency of one’s behaviors.” In other words, the more an employee trusts your organization’s mission and you as a leader, the more purposeful they will feel. This will lead to more motivation, higher productivity, and ultimately, increasing the success of your business.
Hopefully, these three key takeaways from Jeff’s presentation can help you to build more trusting relationships amongst your employees or coworkers while also helping you communicate more effectively.
It’s our goal at PSA to help you be as successful as you can in both your home and work life. To learn more or watch our recorded webinar, visit https://www.psafinancial.com/trust/.