The UncommonSense Character Framework

AFN Fireside Chat with Kip Morse:

The Power of Trust in Business

In this week’s AFN Fireside Chat, Matt Sitter sat down with Kip Morse, former CEO of the International Association of Better Business Bureaus (BBB), to explore the evolving trust ecosystem in business.

Key Takeaways:

🔹 Trust is Built, Not Claimed – Businesses must intentionally cultivate trust internally (with employees) and externally (with customers). It’s not just about marketing but consistently delivering on promises.

🔹 The Trust Advantage in a Digital World – As AI-driven search and review engines shape consumer decisions, companies must proactively manage their online reputation and ensure their brand story reflects trustworthiness.

🔹 Consistency Matters—Organizations that excel at trust-building embed it into their culture, operations, and employee engagement. A clear, shared language around ethics and leadership character is key to long-term success.

🔹 Employee Trust Drives Market Trust—Companies prioritizing internal trust through leadership transparency, ethical hiring, and employee engagement see a ripple effect in customer and marketplace trust.

🔹 Leadership Requires Courage—Effective leaders create intentional cultures where ethical standards are lived daily. Those unwilling to adapt will struggle in an era when consumer trust is more transparent than ever.

Kip shared actionable insights for leaders navigating today’s rapidly shifting business landscape, reminding us that trust is an organization’s most valuable asset and must be earned daily.

Did you miss the session? Stay tuned for our next AFN Fireside Chat—where real leaders share actionable insights. Sign up for our email newsletter at info@afn.global.