In this episode of Build Your Business, Matt and Chris Reynolds sit down with Andrew Jackson—COO of TurnKey Coach—to unpack the Trust Equation: a framework for building authentic, durable business relationships. They explore the three components of trust (ability, integrity, and benevolence), how they interact, and why trust is essential in leadership, hiring, coaching, and client relationships. You’ll also hear how Andrew’s background in engineering and lean manufacturing shaped his thinking, and how even advanced AI can’t replace the human work of building trust.
What Is the Trust Equation?
Andrew introduces the Trust Equation as a simple yet powerful model that breaks trust into three components: ability, integrity, and benevolence. All three must be present—and consistently demonstrated—for trust to take root.
Ability speaks to competence and credibility: are you capable of doing what you say you will? Integrity is about honesty and reliability: do you follow through on commitments? Benevolence covers intentions: do you act in the best interest of others, or just yourself?
This framework becomes a lens through which to evaluate hiring, coaching, leadership, and even customer relationships.
Trust Is Built, Not Assumed
Matt and Chris reflect on how trust evolves over time—and how easily it can be eroded. Trust isn’t a one-time achievement. It’s more like a bank account: built through small deposits of consistency, character, and competence.
Andrew emphasizes that trust is contextual. You may trust someone in one domain (e.g. product knowledge) but not another (e.g. leadership). And while reputation can open the door, it’s behavior that keeps it open.
They explore how trust becomes the invisible glue in great businesses—and how its absence leads to friction, control issues, and micromanagement.
How Lean Manufacturing Principles Apply to Coaching
Andrew’s background in lean manufacturing helps him see coaching through a systems lens. In his view, coaching isn’t just about feedback—it’s about delivering value efficiently through processes that reduce friction and uncertainty.
This overlaps with trust: lean systems demand clear communication, defined outcomes, and continuous improvement—all of which reinforce the Trust Equation. For example, SOPs and process design can increase ability, while consistent client check-ins strengthen benevolence.
This section provides a unique angle on operationalizing trust inside service businesses.
Why AI Can’t Replace Real Human Trust
The conversation pivots to AI and its growing role in business coaching. While AI can simulate ability (e.g. tracking performance) and even support integrity (e.g. consistency), it fundamentally lacks benevolence—the true care for client outcomes and human dignity.
Andrew describes this as the “uncanny valley” of AI communication: it can mimic helpfulness but lacks the soul of real trust.
For leaders considering automation or AI in their businesses, this segment is a must-listen—it clarifies what only a human can offer.
Leading by Example and Hiring for Trust
To close, the hosts tie the Trust Equation into hiring, leadership, and organizational culture. Leaders must model trust to inspire it: being reliable, competent, and caring in everyday decisions.
Hiring is also reframed through the lens of trust: you’re not just evaluating skills—you’re screening for values. Is this someone who will build trust inside your culture, or quietly subtract from it?
Andrew calls for a long-term view: trust pays compound interest. And while it’s fragile, it’s also the most powerful asset a business can have.
