Words are powerful.

They can inform, instruct, change a situation, and change emotions. Choose your words carefully. They manifest your intentions on yourself and those around you.

Words are also a reflection of who we are as people; they reveal our character and where we are in the now. Taking a thoughtful pause before speaking and practicing active listening has more influence than many people realize. These principles are a trust-building exercise that is one part character and one part competency. 

When you say something, it's essential that your meaning comes across to the listener. “We are entering a new growth phase” should be unambiguous to the listener. If necessary, develop a shared vocabulary. It would be best if you also had the intention (“mean what you say”) of going through it. Otherwise, you have broken trust. Things may get in the way, but if your intention wasn’t there, it portrays something about your character. Your competency and character are suspect if you are always overpromising, attempting to please, or placate. Neither wins you any favors with your audience. 

• If you don't say what you mean or mean what you say, there is no way for someone else to understand where they stand with you. 

• Not being honest means your relationships won't be as strong as they could be. Doveryai, no proveryai – The original Russian proverb “Trust but verify” doesn’t make a strong foundation if a listener always needs to test your intentions. 

As a company or a brand, it is equally as important. If your customers or partners don’t have clarity or belief in your intent and don't understand the objective or goal, how can they be expected to buy into it?

• Avoid overexplaining and jargon when possible. Simple is better, and fewer words are better than more.

• If your brand is “The low-cost airline,” then charging for each checked bag erodes trust.

To build the Mean what you say; Say what you mean, trust

• Keep it short and direct.

• Use body language to reinforce what you say verbally. 

• Follow through on a promise made as quickly as possible. 

• Don't arrive before you get there. Know that you can deliver on promises.