How to Build Trust When Different People Value Different Things

By Jayson Krause, Managing Director of Level 52 & Award-Winning Author of The Science Behind Success

Building trust is hard enough when everyone’s on the same page. But what do you do when the people around you—whether it’s your team, clients, or partners—value different things? How do you establish trust when each person brings their own priorities, perspectives, and biases to the table?

The reality is, trust isn’t one-size-fits-all. It’s nuanced, dynamic, and requires an understanding of what truly matters to the people you’re trying to connect with. If you want to build trust in these complex environments, you need to embrace those differences and create common ground, all while maintaining authenticity. Let’s break down how you can do just that.

1. Start by Understanding Their Values

The first step to building trust is to understand what matters to the other person. Trust doesn’t happen in a vacuum—it’s rooted in shared values or, at the very least, a shared understanding of what’s important to each party. You can’t build trust if you don’t know what the other person cares about.

Take the time to ask questions, listen deeply, and observe. What motivates them? What are their non-negotiables? What frustrates them? It’s not enough to assume that everyone is operating with the same priorities. Your job as a leader is to be curious about the differences and adapt your approach accordingly.

For example, if one team member values efficiency and results while another values collaboration and harmony, you’ll need to navigate those differences in how you delegate tasks, manage conflict, and celebrate wins. Building trust with different people requires acknowledging and respecting those different values.

2. Show Them You See Them

Here’s the thing about trust: people need to feel seen, heard, and understood. When they feel invisible or like their values are being ignored, trust erodes. Your role as a leader is to make sure each person knows that their perspective matters, even if it differs from yours or the broader group.

In The Science Behind Success, I talk about the importance of building meaningful connections with your team. Trust isn’t just transactional—it’s relational. You build trust when people feel like they matter. This doesn’t mean you have to agree with them on everything. But you do need to make the effort to show them that you’re listening, that you’re trying to understand their viewpoint, and that you value what they bring to the table.

People are far more likely to trust you when they feel like you truly see them, not just as employees or colleagues, but as individuals with unique motivations and values.

3. Find the Overlap

Here’s the secret: even when people value different things, there’s almost always some common ground. Your job is to find that overlap. Let’s say you’re leading a project and one person is focused on hitting a tight deadline, while another is more concerned about the quality of the work. These might seem like competing priorities, but the common ground is that both people want the project to succeed. When you identify that shared goal, you can create a bridge between those differing values.

As a leader, it’s your responsibility to create alignment by framing conversations around shared objectives. Help your team see how their individual priorities contribute to a collective win. When people feel like their values are aligned with the team’s goals, trust naturally follows.

4. Be Transparent About Your Own Values

Trust is a two-way street. Just as you need to understand the values of the people around you, they need to understand yours. Be upfront about what you value, why those things matter to you, and how they shape your decisions. When people know where you’re coming from, they’re more likely to trust your intentions—even if they don’t always agree with your approach.

Transparency is key. If you value accountability, say it. If integrity is non-negotiable for you, make that clear. When you’re consistent in your actions and transparent about your values, you build a foundation of trust that helps navigate differences.

5. Build a Culture of Respect

At the end of the day, building trust across different values comes down to creating a culture of respect. This means fostering an environment where differences are not just tolerated but appreciated. It’s about encouraging open dialogue, valuing diverse perspectives, and creating psychological safety so that people feel comfortable sharing their true thoughts without fear of judgment.

When respect is embedded in your culture, trust becomes easier to build. People start to see differences as strengths, not threats. They feel empowered to voice their opinions and trust that those opinions will be respected, even when they differ from the majority.

Respect builds a foundation of trust that can withstand the inevitable differences that arise in any team or organization. Without it, trust is fragile. With it, trust becomes resilient.

6. Lead with Integrity

Finally, if you want to build trust when people value different things, you have to lead with integrity. This means being consistent in your actions, aligning your decisions with your stated values, and always doing what you say you’re going to do.

When people know they can count on you to follow through, even when things get difficult, trust deepens. And that trust becomes the glue that holds everything together, even in the face of differing values, priorities, and perspectives.

The Bottom Line

Building trust isn’t easy when different people value different things, but it’s not impossible. It starts with understanding what matters to the people around you, showing them you value their perspective, and finding the overlap where your goals align.

By fostering a culture of respect, leading with integrity, and being transparent about your own values, you can build a level of trust that transcends differences. Remember, trust isn’t about getting everyone to value the same things—it’s about navigating those differences in a way that strengthens the team and moves everyone forward.