Communicating excellence consistently builds trust in a way few other actions can, Bob Burg said in a blog post about leadership and influence.

“To communicate excellence consistently — day after day, week after week, month after month, and year after year — inspires trust in a way that practically nothing else possibly can,” Burg wrote in the post. “As human beings we desire to be consistent ourselves. But, we demand it of those we follow, buy from, or deal with (at least in any significant way) both personally and professionally. To be inconsistent, then, is to risk all the goodwill built through excellence, falling apart like a stale cookie crashing to pieces when dropped on the floor.”

Burg emphasized that while people value consistency in themselves, they expect it from others when making decisions about who to trust, work with, or purchase from.

Research shows that trust is a critical factor in building lasting personal and business relationships. Consistent behavior and dependable communication are key drivers of that trust.

Bob Burg is a speaker and author known for his work on business networking, influence, and sales. He is widely recognized for co-authoring the book The Go-Giver, which emphasizes providing value and building genuine relationships as pathways to success.