Know, Like, Trust: The People Science Behind Authentic Connection

We live in a world full of noise—CVs, credentials, curated social media feeds. But in the end, the decisions we make—who we hire, follow, work with, or buy from—are rarely just logical. They’re emotional. And they’re built on a simple, human formula: We trust who we know, like, and trust.

This is more than a catchy phrase—it’s a framework grounded in psychology, social connection, and personal branding. Whether you're leading a team, navigating your career, or building a brand, understanding this progression is essential.

1. Know: Visibility Opens the Door to Opportunity

The first step is awareness. People need to know you exist before they can connect with you. And visibility doesn’t mean shouting. It means intentional presence.

Think of the colleague who always contributes in meetings with clarity, or the creator who posts thoughtful content regularly. They stay on your radar—not because they chase attention, but because they consistently show up with value.

How to build “know”:

• Show up consistently—whether online or in person.

• Share your story, your process, your why.

• Be visible in the spaces your audience (or community) occupies.

Psychology says: The mere exposure effect tells us that familiarity breeds comfort. The more someone sees your name, face, or voice, the safer you feel to them.

You can’t control whether people will like or trust you, but you can control whether they know you’re here.

2. Like: Connection is Built on Humanity, Not Perfection

We like people who make us feel good—safe, understood, inspired. Likability isn’t about charm or being overly agreeable. It’s about being real. People like people who are honest about their journey, who reflect something they recognize in themselves.

This is where many high-achievers struggle. They think they need to be polished, untouchable. But perfection creates distance. Humanity creates connection.

How to build “like”:

• Be relatable. Share the struggle, not just the success.

• Use your voice authentically—don’t mimic others.

• Be generous with your attention. Listen. Reflect.

Neuroscience says: Mirror neurons in our brain help us empathize and “feel with” others. When you show vulnerability or warmth, people feel emotionally safer around you.

People don’t just like your skills—they like how you make them feel.

3. Trust: Consistency Is the Real Currency

Trust is built over time—but can be lost in moments. This is where your long game lives. Do you deliver what you promise? Do your actions align with your words?

In a world filled with empty noise, trust is magnetic. It’s rare. It’s earned.

This is where true influence is built—not in the first impression, but in the follow-through.

How to build “trust”:

• Be consistent. Let people know what to expect from you.

• Own your mistakes. Integrity shows more strength than perfection.

• Offer value even when there’s nothing in it for you.

Psychology says: Trust reduces social risk. We choose to invest time, money, and effort into people we believe will protect our energy—not waste it.

Trust is the bridge between visibility and loyalty.

Putting It All Together: The Slow Burn Wins

The Know-Like-Trust model is not a hack. It’s not a funnel. It’s a relational rhythm—a reminder that human connection is layered, earned, and emotional.

Whether you're leading, teaching, mentoring, coaching, or simply growing into your own voice, this framework keeps you grounded in how people experience you.

So, next time you’re building something—your brand, your career, your next brave step—ask yourself:

• Am I visible enough to be known?

• Am I real enough to be liked?

• Am I consistent enough to be trusted?

Because at the heart of every opportunity is a person.

And people follow people they know, like, and trust.