Trust is everything. But it’s not built on slogans or charisma—it’s earned through real connection.
Whether you’re leading teams, building brands, or connecting with customers, trust often feels too big and abstract to grasp. That’s why we fall back on catchphrases instead of candor. No surprise if you’re a Story Strategies subscriber: storytelling is one of the simplest, most powerful tools to build trust.
Case in point: Fred McFeeley Rogers.
I loved Mister Rogers as a kid, and as an adult, his lessons have stayed with me. I’ve eagerly consumed biographies and documentaries to understand the man behind the cardigan. Decades after his death, my kids are still being inspired by his legacy.
Fred Rogers became one of the most trusted figures of the 20th century—not by preaching, but by simply sharing who he was. On Mister Rogers’ Neighborhood, he frequently told stories about childhood fears—thunderstorms, getting lost, feelings too big to handle. He named anger, sadness, jealousy—feelings we’re often told to hide.
By trusting children with his truth, they trusted him with theirs. Rogers built trust not through catchphrases, but through candor, vulnerability, and a steady voice saying, “You’re not alone.”
Leaders can learn a lot from Rogers. Thasunda Brown Duckett, CEO of TIAA, often shares stories of growing up in a family where money was tight. “That’s why I’m so passionate about financial health. It’s personal for me.” Sharing vulnerability doesn’t just build trust—it invites others to do the same. As Brown Duckett says, “If I show you my vulnerability, I create permission for you to show yours.”
Brands build trust the same way—by getting personal. Bombas began with a simple but powerful story: they learned that socks were the most requested item in homeless shelters. That insight became their mission—donating one pair for every pair sold. Because they share that origin story openly and consistently, customers see a brand with real values, not just marketing spin. The result? People don’t just buy socks from Bombas—they trust them, because they know what the brand stands for.
“Frankly, there isn’t anyone you couldn’t learn to love once you’ve heard their story,” Fred Rogers once said. That’s the power of personal storytelling. When leaders share who they are—not just what they do—they invite connection. And in that connection, trust takes root.
Use This Story Strategy in Your Work
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Why Rogers? He didn’t posture or preach. He told quiet, personal stories about fear, feelings, and being a kid. This built an enduring legacy of trust.
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When to use it: When authority isn’t enough. When people need to see the human behind the title—or the heart behind the brand.
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For leaders: Share stories that reveal your cracks. Be real and specific—the more human you are, the more trust you earn.
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For brands: Don’t just broadcast messages—share meaning. Let your origin story and values show up everywhere. Make it who you are.
When you want to build trust, take a page from Mister Rogers—be real, speak from the heart, and tell the kind of stories that make people feel seen.
A version of this first appeared in Story Strategies—my monthly email newsletter designed to help you connect with your audience through the power of story. Get the next issue delivered to your inbox.
