In a recent Elevate session on building trust in professional relationships, we explored a range of well-known models and frameworks that aim to define and demystify this essential – yet often elusive concept.

We all know that trust is the foundation of effective teams, meaningful collaboration, and long-term influence. But while the word itself is simple, how we understand, build, and sustain trust – particularly in complex workplace environments – is far more nuanced.

What We Typically Hear About Trust

Many respected thinkers have tackled the topic of trust over the years. Figures like Stephen Covey, David Maister, and Jay Shetty have shaped the mainstream conversation on trust in leadership, relationships, and communication. Their work is widely used in training, coaching, and organisational development.

Some of the most recognised frameworks include:

• The 4 Cs of Trust – often cited as:
  • Competence
  • Consistency
  • Compassion
  • Communication

• The Trust Equation – from Maister, Green, and Galford:

Trust = (Credibility + Reliability + Intimacy) ÷ Self-Orientation
This model highlights the balance between professional capability and personal humility.

• Jay Shetty’s 3 Cs of Trust – offering a more emotional and relational lens:
  • Consistency – showing up reliably and predictably over time
  • Competence – demonstrating skill and capability
  • Care – expressing genuine interest, empathy, and connection

These frameworks are practical and insightful. And yet…

What If There’s a Missing Ingredient?

At Elevate, we’ve worked with a majority-female audience for over 10 years, and when we listen to the real-world challenges women describe in building trust and credibility, it becomes clear that something is missing from these models.

Despite their value, these frameworks have something in common: they were all developed – and largely popularised – by men. In fact, research by Harvard Business Review found that only 13% of management and leadership books are authored by women. This means much of the guidance we rely on reflects male perspectives, shaped by male-dominated work cultures.

So, what happens when we consider how trust is built, earned, and experienced differently by women? We begin to see where the conversation needs to expand.

Rethinking the Cs of Trust – Through a Gender Lens

While credibility and competence are unquestionably important, our work at Elevate suggests two additional Cs deserve attention – especially for women navigating complex professional environments where they may face greater scrutiny or expectations.

🔹 Character – A Critical C for Women

Character is about integrity, emotional intelligence, and staying true to your values – especially under pressure. It’s not just about what you do; it’s about who you are when it matters most.

For many women in the workplace, particularly in leadership, character becomes a litmus test. Why? Because women are often judged more harshly for things like ethical missteps, assertiveness, or emotional expression.

Moments that require speaking directly, showing respect, giving and sharing credit, or making difficult decisions are not risks to avoid – they’re powerful opportunities to demonstrate leadership maturity and earn trust through clarity and strength.

🔹 Capacity – The Overlooked C

Capacity is about having the time, focus, and mental bandwidth to contribute where it counts most

Women in the workplace often carry a disproportionate share of non-promotable work: organising team events, taking notes, mentoring junior staff, smoothing team conflicts, and doing the emotional labour that keeps teams functional but rarely gets recognised or rewarded.

That’s why capacity matters – not just having it but protecting it. Trust in someone’s capacity is strengthened when they can focus on high-value work, say “yes” to the right things, and set boundaries that allow them to thrive.

Why These Two Cs Matter More for Women

1. Greater scrutiny of behaviour and intent
Women are often assessed not just on outcomes, but on how they communicate, lead, and show up. This means character is not just a nice-to-have – it’s often the unspoken benchmark for trust and credibility.

2. Invisible labour and unspoken expectations
Women frequently take on responsibilities that are critical but less visible. When this isn’t acknowledged, their capacity can be misunderstood or undervalued. Managing it well isn’t selfish – it’s strategic

And the consequences are very real. At the end of our recent Elevate session on trust, we asked participants which of the four Cs they believed deserved greater focus. Over 50% chose capacity – a C that’s rarely named in mainstream trust models.

This tells us something important: when women don’t protect or prioritise their time, they are often misjudged as lacking capacity – not as being overloaded. The perception becomes: “She’s struggling to keep up” rather than “She’s carrying too much of what no one else will.”

And the result? They are overlooked for high-stakes projects, stretch roles, or visible leadership opportunities – ironically, because they’ve said yes to too much.

When capacity goes unguarded, credibility and opportunity go out the window.

Conclusion: Expanding the Trust Conversation

The traditional Cs of trust still hold value but if we want to reflect the real-world experiences of women, we need to broaden the model.

At Elevate, we propose a more holistic set of 4 Cs of Trust – ones that better reflect the lived reality of women in today’s workplace:

1. Credibility – What you say and how consistently you communicate
2. Competence – What you deliver and how well you do it
3. Character – Who you are, especially under pressure or scrutiny
4. Capacity – What you’re empowered to focus on and deliver sustainably

These are the dimensions women are navigating every day – often without being asked but always being observed. By acknowledging and naming these factors, we not only help women build trust with greater clarity – we also challenge organisations to support trust in a way that’s fair, equitable, and real.

If this resonates with you, have a look at our upcoming sessions to see how we can help to unlock – and elevate – the potential in your workplaces.

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