Covey outlines these as the foundational elements that make a person or an organization credible and trustworthy. The cores consist of integrity, intent, capabilities, and results. They reflect both the character and competence of an individual or an organization, and all four are necessary to fully establish credibility (which, according to Covey, builds trustworthiness and leads to trust).

This framework forms the backbone of Covey’s analysis of how trust operates on various levels; it reflects The Complexity and Multifaceted Nature of Trust and facilitates The Learnability and Restorability of Trust. Each “wave” symbolizes a different layer of trust—self-trust, relationship trust, organizational trust, market trust, and societal trust. The metaphor of waves provides a model for building trust from the inside out, beginning with personal credibility and extending outward to societal influence. Each wave is a distinct area where trust can be cultivated, and its absence can have profound implications.

Covey identifies these behaviors as the actions that high-trust leaders consistently exhibit to build and sustain trust. The behaviors, which include traits such as talking straight, creating transparency, and delivering results, are practical expressions of trustworthiness. By practicing these behaviors, leaders can inspire trust, improve relationships, and enhance their own effectiveness.