Credibility erodes when promises are broken. 
Depending on one’s expectations of a situation, a change in company direction can be viewed by some as a broken “promise.” For example:

  • Was there an expectation of a promotion that is no longer allocated due to a lack of revenue growth?
  • Was there an expectation that headcount would increase based on forecasts that might not have come to fruition?
  • Was there an expectation that new territories would be opened, yet now with consolidation, a reduction in force is necessary?

Unfortunately, these occurrences are not uncommon, but they can erode a leader’s credibility if they were “promised” or, what is more often the case, if they were perceived as being “promised.”

As a leader, it can be tricky to maintain credibility with your team when the target is moved by circumstances outside of your immediate sphere of control. So, how can credibility be maintained when faced with these situations? 

PRACTICAL WAYS TO MAINTAIN CREDIBILITY IN CHANGING TIMES

1. Share what YOU are doing; never share what you THINK others are going to do.

  • I completed the paperwork for your promotion. (NOT: I’m sure they are going to approve it.)
  • I provided the most accurate forecast possible. (NOT: Even if our numbers are off here or there, the case was made for extra FTEs.)
  • I explained why the new territories need to be opened. (NOT: Start looking at a new school district for the kids when we get that new territory.)

2. Try not to BROADCAST.

  • Limit the number of people who receive non-definitive data. I understand we often discuss the importance of transparency, but not all information needs to be shared with everyone on the team, and certainly not if it’s not a done deal. The good deed of being a transparent leader will be punished by a loss of credibility if not careful. 

3. Communicate with EMPATHY and OPTIMISM.

  • Express empathy when changes are made by explaining reasoning and including phrases like “It feels disappointing” or “It’s not what you expected to hear.” And “We’ve had a setback, and we need to regroup and determine which direction will get us to the next destination.”

Maintaining credibility when expectations are unmet can be difficult. However, a little intention can go a long way when credibility and directional changes are perceived to be at odds. 

Hopefully, 2025 will provide a straight trajectory upward, but just in case there are directional changes, these three reminders might be a good place to return when needed.