Trust Is Earned: Leadership, Reputation, and the Organizations We Build

Many people know the Better Business Bureau as a resource for reviews or consumer complaints. But at its core, BBB exists to advance something much bigger: trust. Through ethical leadership, accountability, and strong organizational cultures, businesses earn the confidence of the people they serve.

Those same principles are at the heart of leadership.

Join Matt Sitter, CEO of AFN and Partner at Sixth Wing, for a fireside conversation with Shelley Polansky, President and CEO of BBB Serving Northern Colorado and Wyoming, as they explore why trust has become one of today's greatest competitive advantages and what leaders can do to build organizations worthy of it.

Drawing on Shelley's experience leading BBB, as well as her own executive coaching journey with Sixth Wing, the conversation will examine the relationship between leadership, culture, reputation, and the choices that shape lasting credibility.

Together, they'll discuss:
- Why trust has become a defining advantage for organizations
- The connection between leadership, culture, and reputation
- What ethical leadership looks like in today's environment
- Lessons from leading an organization built on trust
- How executive coaching has influenced Shelley's leadership
- What gives her hope for the future of leadership

Whether you lead a team, an organization, or simply want to strengthen the way you lead, this conversation will offer practical insights into building trust that lasts.