S.T.A.N.D. and Deliver – Part 2

When your audience trusts you, they will follow you almost anywhere. Here is how clarity builds authority and empathy builds affinity in the first minutes of any presentation.

In Part 1, I shared how the first step to delivering a powerful message is shifting your focus from impressing to serving your audience. I use the acronym S.T.A.N.D. as a personal mantra to get into the right headspace before I speak, and it always begins with motivation. If I can start with a mindset of service, everything else falls into place.

Today, we move to the second letter in the framework.

T is for Trust

Once your motivation is aligned to serve, it’s time to consider your goal: What do you want to achieve with your audience?

No matter the specific outcome (sales, inspiration, influence, action), is there any higher aspiration than earning their trust?

You can have the best slides, the sharpest stories, and the slickest delivery. But if your audience doesn’t trust you, none of it lands.

“Trust is the most important five-letter word in all of business.” Glen Jackson

The moment you step on stage, or into a meeting room, your audience is silently asking:

Do I trust this person?

Are they credible?

Do they actually care about me?

Before you ever say a word, you’re either building trust or losing it. That’s why it’s essential to take immediate steps to earn your audience’s trust right from the start. Here’s how.

The trust fall test

Imagine a trust fall. What are the two questions you’d want answered before you fall backwards?

Authority: Can this person catch me? Do they have the ability to do what they say?

Affinity: Will this person catch me? Do they actually care?

Your audience is asking those same questions in their minds the second you take the stage! Fortunately, there are tangible ways to demonstrate both.

Authority is built through clarity, not complexity

This is crucial. Just like we may start with a desire to impress and need to pivot to serving, we also fall into the trap of thinking that making things sound complex gives us more credibility.

It doesn’t. In fact, that’s usually the moment the audience checks out.

Dial down the complexity.

Authority isn’t about sounding smart. It’s about making your message understandable. If you can take something complex and make it feel simple, that’s when people start to trust you.

Break your key ideas into bite-sized insights. Make your big concept easy to grasp. Clarity creates credibility.

Affinity is built through empathy

If you want your audience to like you, you must show them that you care. That starts with empathy.

In the first few minutes of your presentation, share something that:

Acknowledges their challenges

Connects with their profession or industry

Makes them smile or laugh in recognition

A relatable story or a well-placed bit of humor can go a long way. The goal? Let them know you see them, hear them, and care about what they care about.

They’ll recognize your authority when you deliver clarity. They’ll respond with affinity when you demonstrate empathy. When your audience trusts you, they’ll go wherever you lead them.

Tomorrow’s installment: “A is for Authenticity.” We’ll explore why great communicators aren’t just clear, they’re real, and how to make sure your message aligns with your voice, your values, and your vibe.

So I have a question for you

In the first three minutes of your next talk, what will you do to show your audience you are both capable and caring?

Which is harder for you right now, building authority or building affinity?

If you want help building trust with your audience, that is exactly what my keynotes, workshops, and leadership sessions are built for. Learn more at taianderson.live/keynotes.

Originally published on LinkedIn, October 7, 2025.