What Malcolm Gladwell taught me about trust at Voices 2025

I recently attended the Voices 2025 conference at the end of May, a standout gathering for internal communicators and employee engagement pros. One of the keynote speakers was none other than Malcolm Gladwell, and as expected, he didn’t disappoint.

Malcolm shared some absolute gems about communication, storytelling, and trust, ideas that have been buzzing in my mind ever since. So I’ve done my best to capture them here, because they’re too good not to share.

Here’s one that stopped me in my tracks: You might think trust is built on performance. But it’s not.

Why doing a good job isn’t enough

Malcolm debunked a belief that many leaders and communicators cling to: that if we perform well, trust will naturally follow.

He pointed to policing and healthcare as examples. Both are dramatically better than they were decades ago: more professional, more advanced, more effective. Yet public trust in both has plummeted.

The same applies in business. Just being “great at what you do” no longer guarantees loyalty, alignment, or advocacy.

The real currency of trust? Stories with a ‘because’

According to Malcolm, trust is built when people hear and believe in your “because” - your why, your values, your intent. Performance might impress, but stories connect.

He shared a US example. The Marine Corps didn’t become the most trusted military branch by claiming they were the best. They told a deeper story: “We fight harder than anyone because we care more deeply about protecting American families.”

That one word – because - turns a claim into a conviction.

Communicators, this is our moment

Malcolm’s message couldn’t be more relevant for internal communicators today.

If we want to shift culture, rebuild trust, or lead change, we can’t just share stats or slick slogans. We have to craft and deliver the stories that explain who we are and why it matters.

And these stories can’t just come from the top. They need to be lived and told across the organisation in every email, every touchpoint, every frontline interaction.

Big takeaways I’m holding on to

Here are a few of Malcolm’s insights I’ll be taking forward in our work at The Engage Group:

Performance ≠ Trust
You can do everything right and still lose people. Trust is emotional, not transactional.

Use the word ‘because’
It’s the secret to making your messages stick and your people care.

Don’t avoid vulnerability
Explaining your values requires reflection, honesty, and sometimes discomfort. That’s what makes it powerful.

Different people need different stories
A senior remote employee and a new joiner in-office have different realities. Tailor your comms accordingly.

Actions speak louder than campaigns
If you want to build culture, start by noticing the micro-moments and rituals that tell your true story.

Final thought

In a world where attention is short and trust is fragile, communicators have a superpower: the ability to tell stories that explain, unite and inspire.

Malcolm reminded me that our job isn’t just to inform. It’s to move people. Let’s do more of that.

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