How do you build trust when things go wrong?

3 points you must proactively address to build trust when things go sideways.

The flip side of leading product with intent is accountability for what is happening. Why? Because empowerment is a fundamental trade of autonomy for accountability.

These are the droids we're looking for (as long as things are good).

But accountability means putting your name on the line for how something goes, for better and worse.

So: how do you raise an issue with your collaborators, stakeholders, etc. in a way that deepens trust even though something is going wrong?

First, be proactive and own the issue. It matters that you bring up the issue first. The alternative occurs to your collaborators like you avoided or missed it.

Second: when you let them know there's an issue, there are 3 key questions you must address proactively. These are really the things that e.g. your CEO wants to know right away when something goes sideways:

(1) **What happened?** Don't sugarcoat it. Stick to the facts.

(2) **What does it mean?** Address the implications, knock-on effects, etc.

(3) **What's next?** Have at least one next step or specific ask ready.

Show up proactively with answers to these 3 questions, and a much higher percentage of these difficult moments will deepen trust.