How founders can find people to trust

Great startups are fueled by trust. You can’t do everything yourself, and even if you could, you’d burn out.

Founders need people they can rely on—co-founders, employees, investors, and advisors. It’s finding those who share your values and will stick with you when things get hard.

Building trust in a startup context is tricky. The stakes are high, time is short, and the wrong people can derail everything.

Here’s how you can deliberately find and build trust with the right people.

Why startup founders don’t trust

We see many startup founders live in a world where trust is earned, not given. And that makes sense because the stakes couldn’t be higher.

In startups, one bad decision can sink the ship. When you’re constantly walking a tightrope, you don’t just lean on anyone’s advice—you test the rope yourself.

Here’s some of the reasons we see why trust is so hard to come by in this game:

• 1. The cost of being wrong: Startups operate with limited resources. If you make a wrong bet, you don’t just lose money—you lose time, momentum, and credibility. Founders can’t afford to trust blindly, so they don’t.
• 1. The weight of the outcome: Every decision is critical. Whether it’s hiring someone, choosing a strategy, or picking an investor, the margin for error is razor-thin. When founders seem paranoid, it’s because they know every mistake comes with interest.
• 1. Battle scars from the past: If you’ve been burned before, you don’t forget it. Maybe it was a flaky co-founder, a bad investor, or a supplier who overpromised and underdelivered. Once you’ve been betrayed, trust becomes a luxury you can’t afford.
• 1. The stranger problem: Startups are built in fast-moving, ever-changing environments. Most of the people you meet—advisors, investors, team members—are new. There’s no history, no foundation. Why trust someone who hasn’t proven themselves yet?
• 1. A culture of competition: Founders are always in competition: for funding, customers, or talent. When the stakes are this high, being overly trusting can look like naivety. Survival favours the cautious.
• 1. The responsibility trap: As a founder, the buck stops with you. When things go wrong, you’re the one left holding the bag. Many founders would rather take on the burden themselves than gamble on someone else’s reliability.

Founders don’t distrust because they’re cynical, they distrust because they're often put in positions where their survival depends on it.

But it doesn't have to be that way. And there's plenty of benefits to doing it differently.

Why trust is important for founders to build

Trust is the one thing that makes startups work. Without it, progress slows, decisions grind to a halt, and the team falls apart.

Startups are chaotic by nature, but trust acts as the glue that holds everything together. Here’s why it's so important.

• 1. Speed wins through trust: Startups don’t have the luxury of time. Trust lets you skip the endless second-guessing and move faster. When you trust your team, your partners, or your advisors, you can focus on execution, not micromanagement.
• 1. Leverage through delegation: You can’t do everything yourself. Trust lets founders delegate, freeing up their energy for the big picture. When you trust someone to handle the details, you can focus on steering the ship, not patching the leaks.
• 1. The multiplier effect: Trust is a multiplier. A team that trusts each other works smarter, faster, and better. Miscommunication drops, collaboration skyrockets, and suddenly, 1 + 1 equals 3.
• 1. Resilience under pessure: Startups face constant uncertainty. When everything goes wrong—and it will—it’s trust that keeps the team from imploding. Trust builds loyalty, and loyalty is what gets you through the hard days.
• 1. Opening doors: Partnerships, hires, sales—they all depend on trust. The more you build a reputation for being trustworthy, the more people want to work with you. Investors need to trust you to execute. If you can’t build trust within your team, why would they trust you with their money? Trust doesn’t just help—it sells.

Trust lets you move fast, scale effectively, and weather the storms. In a startup, trust doesn’t just make life easier; it’s the difference between sinking and soaring. If you want to build something great, start with trust.

How founders can find trusted people

Startups demand trust. The problem is, trust doesn’t just appear. You can’t swipe right for it or conjure it with a team-building retreat. And yet, without it, even the best ideas fail.

Here's how to find and cultivate people you can trust as a startup founder.

1. Define what trust means to you

Before you can find people to trust, you need to understand what trust looks like in your context. Trust isn’t generic.

For a founder, it often means three things:

• Competence: Can this person do the job well?
• Alignment: Do they share your values and vision?
• Reliability: Will they deliver on their promises?

For example, a trustworthy co-founder doesn’t just share your passion for the product. They also need to excel at things you aren’t good at, like operations or technical execution, and consistently follow through on their commitments.

Write down what trust means for each type of relationship you’re building. What does a trustworthy co-founder, investor, or advisor look like?

This will give you a filter for evaluating people.

2. Start small and test

Trust may start through conversations or interviews—but it’s built through actions over time.

Start small and test trust before making big commitments.

• For co-founders: Work on a small project together before starting the company. It doesn’t have to be directly related to your startup. Any collaboration will reveal how they handle stress, communicate, and solve problems. \

• For employees: Consider trial periods or project-based contracts. Watch not just for skill, but for how they handle setbacks or feedback. Look for signs of accountability—do they own their mistakes and fix them, or do they deflect? \

• For advisors or investors: Ask for advice or help on a specific problem. See if they offer thoughtful input or generic platitudes. Do they respect your time, or do they treat your startup as just another item on their to-do list? \

Start small, observe, and only deepen the relationship if the initial tests go well.

3. Look for signals of aligned values

Trust comes from shared values. While skills can be taught, values rarely change without deep introspection or cataclysmic events.

To find people with aligned values, look at their behaviour, not just their words.

• How do they handle money? Are they transparent about how they spend or invest? Hidden agendas around money often signal bigger trust issues.
• How do they treat others? Pay attention to how they interact with people who aren’t "useful" to them. For example, do they respect junior employees, support staff, or strangers?
• What do they prioritise? Look for patterns in their decision-making. Someone who consistently prioritizes short-term gains over long-term growth might not align with your startup’s vision.

You can also ask questions that reveal values indirectly. For example:

• “Tell me about a time you faced a tough decision at work. How did you approach it?”
• “What kind of projects do you find most fulfilling?”

Listen carefully to their stories and look for alignment. If you find stories that resonate, there’s a good chance for trust.

4. Build trust through transparency

You can’t expect trust without offering it in return. You should be transparent about your intentions, goals, and challenges.

Trust is a two-way street, and people are more likely to trust you when they feel you’re being honest and open.

Transparency doesn’t mean sharing every detail. It means being clear about:

• Your expectations: What do you need from them?
• Your goals: Where is the company headed?
• Your challenges: What are the risks, and how are you addressing them?

For example, when bringing on a co-founder, don’t just pitch the vision. Talk about the risks and sacrifices involved.

Transparency helps people make informed decisions—and those who stay are more likely to stick with you when times get tough.

5. Prioritise communication skills

Trust breaks down quickly without good communication. People you trust need to be able to give and receive feedback, resolve conflicts, and keep you informed.

Look for these communication traits:

• Clarity: Do they explain their thoughts and decisions clearly?
• Listening: Do they actively listen, or are they just waiting for their turn to talk?
• Accountability: Do they admit when they’re wrong and commit to fixing issues?

You can assess communication skills in simple ways:

• During meetings, watch if they interrupt others or dominate the conversation.
• During disagreements, notice if they focus on finding solutions or just defending their position.
• When giving feedback, see if they follow up with action or dismiss it entirely.

When you can find good evidence to back up your feelings of trust, you’re more likely to develop them further.

6. Pay attention to red flags

Trust can be broken in seconds. The cost of misplaced trust in a startup can be enormous—both in time and resources.

It’s often easier to spot potential issues early on, but only if you’re paying close attention. Ignoring early warning signs can lead to bigger problems down the line, so develop a radar for red flags.

Here are some of the most common signals that something might be off:

• Inconsistency: They say one thing but do another.
• Blame-shifting: They avoid responsibility and always point fingers.
• Overpromising: They make commitments they can’t realistically keep.
• Secrecy: They withhold information or avoid discussing key topics.
• Disrespect: They dismiss others’ opinions or treat people unfairly.

When you see a red flag, don’t ignore it. Address it directly, and if the issue doesn’t improve, it’s better to cut ties early than to risk further damage.

7. Build a culture of trust

Once you’ve found trustworthy people, you need to create an environment where trust can thrive.

A toxic culture can erode trust, even among the best people. Here are some of the strategies you can put in place to develop a culture of trust and respect:

• Model trust: Be the example. If you want accountability, be accountable. If you value honesty, be honest—even when it’s uncomfortable.
• Encourage feedback: Create a safe space for people to speak up. Regularly ask for input and act on it.
• Reward trustworthiness: Acknowledge and reward behaviors that build trust, like transparency, reliability, and ethical decision-making.

Trust isn’t just an individual trait—it’s a cultural one. The stronger your culture of trust, the easier it will be to attract and retain trustworthy people.

Final thoughts

Finding people to trust isn’t just about avoiding bad hires or partnerships—it’s about building the foundation of your startup.

Sometimes, despite your best efforts, trust will be broken. When that happens, you need to act quickly. Trust can’t be repaired without effort from both sides, and in some cases, it’s better to part ways.

If someone repeatedly breaks trust, it’s a sign that they’re not aligned with your values or priorities. Letting go is hard, especially in a small startup team, but keeping the wrong person can do more damage in the long run.

Trust accelerates everything. It allows you to delegate, focus on what matters, and build something bigger than yourself.

It won't be built overnight, but the effort is worth it. The people you trust will become your greatest allies, helping you move through the challenges of building something new.