More on EPIC (3 Ts of Trust)

Introduction

This involves 3T's of trust

• Timely
• Thoughtful
• Transparent

They are a simple but powerful way to guide how we build and maintain trust during change. Here’s a clear explanation of each:

The 3T’s of Trust in Change Communication

Trust is the foundation for any successful change; if people don’t trust leaders or the process, they’re more likely to resist, disengage, or wait it out. The 3T’s provide a practical checklist to keep trust front of mind.

1. Timely (Communicate at the Right Time)

This means sharing information as soon as it’s appropriate; not too late and not so early that it creates confusion.

It builds trust by:

• Prevents the “rumour mill” from filling the gap.
• Shows respect for people’s need to plan, adjust, and emotionally prepare.
• Demonstrates that leadership is proactive, not reactive.

How to do it well:

• Early signals: Give heads-up communication before major announcements (“We’re exploring X, more updates soon.”).
• Regular cadence: Provide updates even when there’s nothing new (“We’re still in planning phase; here is what is next.”).
• Just-in-time messaging: Release training or detailed instructions close to when people need to act, so it’s relevant.

2. Thoughtful (Consider People’s Perspectives)

This means that messages should be empathetic, respectful and relevant, taking into account how the change impacts different groups.

It builds trust by:

• Shows you value the human side of change, not just the business case.
• Reduces fear and defensiveness because people feel heard and understood.
• Encourages buy-in and goodwill.

How to do it well:

• Empathy first: Acknowledge challenges (“We know this will mean extra steps at first”).
• Audience segmentation: Tailor messages to different groups — frontline staff, managers, customers — based on their concerns.
• Practical support: Pair messages with resources, FAQs, or contact points for help.

3. Transparent (Be Honest and Open)

This means that communication must be clear, truthful and complete, including what is known, what is unknown, and what might change.

It builds trust by:

• Removing ambiguity that breeds fear or speculation.
• Showing integrity as people see that leadership “walks the talk.”
• Reducing resistance because people feel included rather than “managed.”

How to do it well:

• State the facts: Avoid spin and use plain language.
• Admit uncertainty: Say “we don’t know yet, but we’ll share as soon as we do.”
• Follow through: If you promise an update or action, deliver on it.

Summary

The 3T’s Work Together

• Timely keeps people informed before they fill gaps with assumptions.
• Thoughtful helps messages land in a way that is respectful and human.
• Transparent prevents mistrust and conspiracy thinking.

When all 3 are present, communication builds credibility, psychological safety, and willingness to engage with change. They are all essential for adoption.

(main source: Mel Loy, 2024)