Trust & Inspire: How Truly Great Leaders Unleash Greatness in Others

Covey contends that the most effective way to move beyond Command & Control is through stewardship agreements that define desired results, guidelines, resources, accountability measures, and consequences upfront. Rather than micromanaging, leaders should focus on clarifying outcomes and creating structures for self-governance. Netflix exemplifies this approach by giving employees extraordinary freedom while maintaining clear performance expectations and accountability processes. In educational settings, teachers can apply this by establishing learning objectives with students, providing necessary resources, and creating regular check-ins where students assess their own progress against agreed-upon standards. The key shift is moving from external monitoring to internal commitment; when people help design their own accountability systems, they tend to hold themselves to higher standards than any manager could impose through surveillance or control mechanisms.

Covey maintains that Trust & Inspire leaders operate from the fundamental belief that people are fountains of greatness rather than problems to be managed. The author emphasizes consciously looking for potential in others and then extending “smart trust” that balances optimism with realistic risk assessment. Zappos built its entire customer service model on this principle, empowering representatives to solve problems creatively without scripts or approval processes, resulting in legendary customer loyalty and employee engagement. In family contexts, this means focusing on a child’s emerging capabilities rather than current limitations, providing opportunities for growth while maintaining appropriate safety boundaries. The practice involves communicating what one sees in others, giving them challenging opportunities to develop new skills, and creating environments where calculated risks and learning from failure are encouraged rather than punished.

Covey distinguishes inspiration from motivation, arguing that inspiration connects to people’s inherent drive for significance and contribution rather than external rewards. Effective leaders understand this and help others discover how their specific roles contribute to meaningful outcomes beyond personal gain. Starbucks successfully applies this by connecting baristas to their mission of creating human connection, not just serving coffee, which transforms routine tasks into purposeful service. In coaching contexts, this means helping athletes understand how their individual improvement serves team goals and personal character development. The practice requires three levels of connection: helping people discover their personal “why,” building genuine caring relationships that demonstrate individual worth, and creating team belonging around shared purposes that extend beyond immediate self-interest. This approach generates sustainable engagement because it aligns with fundamental human needs for meaning and contribution.

Covey emphasizes that the most powerful influence comes from consistently demonstrating Trust & Inspire behaviors within one’s current sphere of influence, regardless of organizational constraints or others’ resistance. The author illustrates this principle through Andy Pearson’s transformation from Fortune Magazine’s list of “toughest bosses” to a beloved leader at YUM! Brands, demonstrating that even deeply ingrained Command & Control patterns can be changed through conscious re-scripting. Leaders can start by treating their immediate team, family, or colleagues with the trust and inspiration they wish to receive. This means actively listening with intent to understand, sharing credit generously, and viewing failures as learning opportunities rather than grounds for punishment. The approach creates expanding circles of influence; for instance, school principals can transform entire institutions by modeling collaborative decision-making with teachers, who then naturally extend similar respect to students. As people experience the power of being truly trusted and inspired, they replicate these behaviors in their own relationships.