TJ Walker says leaders fail the trust test by ignoring three pillars: symbols, empathy, and cultural fluency. During crises, people judge you on whether you understand their identity, not logistics. Speaking the community's language matters more than you think.
Chapters
Leadership is trust, and trust is built through symbols, empathy, and cultural fluency. When there's a tragedy, people are not grading you on your route network. They're asking a much more basic question. Do you understand who we are? Carnegie said companies have a responsibility to communicate in both official languages regardless of the situation. In a crisis, especially a fatal one, that's not a side issue. That is the moment. And this is where the so-called soft skills become very hard skills. Call them soft if you want. I think that's one of the dumbest phrases in business. Ultimize.