Inspired by HBR’s “How Leaders Can Build Stakeholder Trust in Uncertain Times”
Uncertainty is no longer a temporary condition—it’s the new normal. Whether it’s global economic volatility, organizational restructuring, or supply chain upheaval, today's leaders aren’t just navigating risk—they’re managing the anxiety that comes with it.
In a recent Harvard Business Review article, Sandra J. Sucher and David M. Bersoff argue that uncertainty often drives organizations inward—cutting costs, freezing plans, and circling the wagons. But that instinct can backfire, especially when trust is your most valuable currency. Consequently, Sucher and Bersoff encourage leaders to flip the script: in uncertain times, your job isn’t just to manage risk—it’s to reduce it for others. That includes your team, colleagues across departments, customers, and senior stakeholders.
So how do you do that at the team level? Start by becoming a source of certainty. Even when you don’t have all the answers, communicate what you do know. Be transparent about what’s unknown, what’s being done to figure it out, and most importantly, what team members can count on in the meantime. Think of it as creating “certainty bubbles”—small zones of predictability inside a turbulent environment.
Second, model stability. That doesn’t always mean big, sweeping commitments. It can be as simple as consistent one-on-ones, open updates on shifting priorities, or shielding your team from the noise when you can. When leaders stay grounded, teams are more likely to do the same.
Finally, don’t underestimate the power of trust built through consistency. The most effective trust-building during a crisis often comes down to the basics: clear communication, follow-through on promises, and showing that you understand—and care about—what people are going through. These behaviors ripple outward and upward, influencing how your team is seen by other stakeholders across the organization.
Practical Ways to Build Trust in Uncertain Times:
- Create clarity. Even partial information helps people make sense of change. Communicate what’s known, what isn’t, and what’s coming next.
- Stay visible and available. Your presence—especially during stress—is a steadying force.
- Deliver on small promises. A consistent track record builds trust faster than bold pronouncements.
- Protect your people’s focus. Filter noise, set priorities, and help the team concentrate on what matters most.
- Show you understand. Acknowledge the pressures your team and other stakeholders face—and act with empathy.
When times are uncertain, leadership is about more than steering the ship. It’s about keeping the crew confident, connected, and committed—no matter what the forecast looks like.
