B2B Marketing Excellence & AI Podcast

How Leaders Build Trust Through Transparency

Episode Summary

In today’s business climate, disruption is constant — from mergers and acquisitions to supply chain challenges, global uncertainty, and emerging technologies like AI. In these moments of change, the strength of your corporate reputation and the trust you hold with employees, customers, and stakeholders determine whether your company thrives or falters. In this episode of the B2B Marketing Excellence & AI Podcast, host Donna Peterson speaks with Alfred Leach, President of Leach Advisors, about how organizations can communicate with transparency, protect stakeholder trust, and define their “why” during times of uncertainty. Drawing on decades of experience advising companies through major transitions and crises, Alfred shares strategies leaders can use to keep employees informed, build brand credibility, and adapt to disruption without losing their core identity. Listeners will discover why transparency matters, how to align communication across audiences, and why defining your company’s deeper purpose is the key to resilience and long-term reputation.

Episode Notes

Episode: How Leaders Build Trust Through Transparency
Host: Donna Peterson, World Innovators
Guest: Alfred Leach, President of Leach Advisors

Episode Summary-
Today, businesses everywhere are facing disruption — from leadership changes and mergers to geopolitical uncertainty, supply chain pressures, and new technologies like AI. In these moments of transition, trust becomes the most valuable currency a company has.

In this episode, host Donna Peterson speaks with Alfred Leach, President of Leach Advisors, about how companies can communicate with transparency, align employees and stakeholders, and protect corporate reputation during times of uncertainty. Drawing on years of guiding organizations through mergers, acquisitions, crises, and cultural shifts, Alfred shares what leaders should prioritize when disruption strikes and how to ensure their company’s “why” stays at the center.

Whether you’re leading a global brand or a mid-sized company, this episode is filled with actionable insights on trust, communication, and long-term brand relevance.

Key Takeaways You Can Implement Right Away-

• Put employees first. Communicate internally before external announcements; employees are your strongest brand evangelists.
• Transparency builds trust. Be open about challenges, own mistakes, and share lessons learned. Silence almost always erodes credibility.
• Segment your messaging. Tailor communications for employees, customers, investors, and media — each stakeholder group has unique needs.
• Leverage subject-matter experts. Credibility grows when leaders and SMEs speak directly to key industry issues.
• Use AI thoughtfully. AI is a powerful tool, but content must align with brand voice and purpose to build trust and stand out.
• Define and refresh your “why.” A clear sense of purpose anchors organizations through change and inspires employees and customers alike.
• Consistency matters. Stay visible, authentic, and relevant — don’t disappear during challenging times.

Episode Chapters-

• 00:00 Introduction: Why Trust Matters in Times of Change
• 01:15 The Global Reset — Uncertainty in Today’s Business Climate
• 04:05 Communication Priorities During Mergers, Acquisitions & Crises
• 08:12 Transparency vs. Legal & Competitive Realities
• 12:30 Why Employees Must Hear It First
• 16:45 Building Brands People Trust — The Role of Subject-Matter Experts
• 22:10 AI and Brand Voice — Balancing Innovation with Authenticity
• 29:05 Defining the “Why” — How Leaders Stay Grounded in Purpose
• 35:18 Adaptation, Innovation & Long-Term Relevance
• 41:40 Closing Insights: Be Real, Stay Consistent, Build Trust

Call to Action-
If your company is navigating change, this episode will help you strengthen communication and protect trust.