Trust me? How the Trust Equation Helps You Choose the Right Public Speaking and Accent Reduction Coach
I recently made a new friend.
Phil Cox is a Leadership Development and executive coach with a thriving practice, who's also a qualified psychotherapist. And even with all of that going on, he found time to say nice things about some stuff I posted on LinkedIn.
Everybody, this is Phil. Phil, everybody.
I returned the favour, and then we got chatting and discovered that we live about an hour apart, on the south coast of England.
So it's been a great excuse to spend some time sipping coffee by sunshine - and I've learned loads about what 'executive coaches' actually do.
I spend probably too much time inside my 'accent reduction and public speaking coach' bubble. I don't make enough time to lift my head and look around at what others are doing.
And I'm so glad I did this time - because Phil introduced me to this idea, that's probably familiar to you if you've ever provided or used the services of a consultant: the Trust Equation.
The Trust Equation: literally an equation. Image: https://trustedadvisor.com/
Originally developed by David Maister, Charles Green, and Robert Galford in their book The Trusted Advisor, the Trust Equation breaks down trustworthiness into a simple, practical formula:
Trustworthiness=(Credibility+Reliability+Intimacy)/ Self-Orientation
You can explore a detailed explanation of the model on The Trusted Advisor website.
If you're reading this, I'm guessing you're a mid-career professional, exploring ways to improve your public speaking or reduce your accent, and you've been thinking about this for a while.
You've likely come across many coaching options.
How do you decide who to trust with something as personal and impactful as your voice?
In this article, I'll look at how each component of the equation applies specifically to accent reduction and public speaking coaching—and how you can use it to choose a coach who truly supports your growth.
(I'll leave it up to you to decide whether you think I personally score highly in all the right categories).
My totally impartial and unbiased guide to how to choose a public speaking or accent reduction coach
Credibility: Do They Know What They're Talking About?
Trust: don’t go on looks alone. This stock photo, designed to portray ‘trust’, features two of the most untrustworthy looking characters I’ve ever seen. They have no idea what’s in that document
Credibility would be about the coach's expertise and how clearly they communicate their knowledge. Look for signs that a coach has:
Professional experience in linguistics, presentations, public speaking, or communication skills training
They practise what they preach: they themselves have a clear and confident way of communicating
Testimonials or case studies that show results
For example, a credible accent reduction coach should be able to explain the mechanics of speech sounds, not just mimic them. They should have a great ear: they can hear exactly what you’re doing, they can tell you why you sound the way you do, and exactly what you’d have to do differently with your lips, tongue and jaw to pronounce sounds differently.
So, not like this:
A public speaking coach should be able to tailor their advice to different communication contexts—whether it's boardroom presentations or TED-style talks.
Tip: Browse their website and listen to any audio or video samples. Are they articulate? Do they explain things clearly? Do you feel they're knowledgeable without being overbearing? I'll just leave this link to YouTube channel here…
Reliability: Do They Do What They Say They Will?
Reliable: a good public speaking coach will keep you on track
Reliability is consistency over time. This is especially important in coaching, which needs regular interaction. A reliable coach:
Starts sessions on time and sticks to agreed schedules (full disclosure: I have a weakness for overrunning if I don't have another appointment directly after; I like to give people a full hour, rather than a 'therapy hour')
Follows up with resources and feedback
Communicates promptly and professionally
If you’re committing to a block of sessions, you want to know that your coach is dependable. A missed session or delayed response can affect your momentum and confidence.
I'm generally pretty good at this; although I did once schedule a session with someone at 7:30am on a Saturday and slept through my alarm. He was very kind and understanding about it!
Tip: Check reviews or testimonials for mentions of punctuality, responsiveness, and follow-through.
Even better, ask about this in your taster session.
Intimacy: Do You Feel Comfortable Being Vulnerable?
Vulnerable: compasses, despite being obsolete in a world of smartphones, are still useful as visual metaphors for coaching
Intimacy here doesn’t mean personal closeness—it means emotional safety. Accent reduction and public speaking coaching often touches on insecurities and fears; people seek out coaching because they're lacking confidence.
A coach who builds intimacy:
Listens without judgment; especially when it comes to WHY you want to work on your speaking
Encourages you to try, fail, and try again
Makes you feel seen and supported
Whether you're self-conscious about your voice, nervous in front of groups, or worried about being misunderstood or treated differently because of your accent, trust can only grow when you feel it's safe to try new things.
I also think it's important to make it clear that I don't see it as my job to tell you how you should speak.
I don't approach this work as a case of me 'getting rid of' or 'improving' or 'correcting' your accent.
I also don't think it's my business to tell you that you shouldn't be looking for accent reduction, you should be proud of who you are and it's other people who should get better at listening.
That may be true: but if you've come as far as messaging me to ask about accent reduction, I'm going to assume you've considered this very carefully, and decided that while we wait for the world to change, you would feel better if you made a few changes to what you're doing, for the sake of your own confidence.
Tip: Pay attention to how the coach interacts with you during a consultation. Do they talk about ‘improving’ or ‘getting rid of’ your accent? Do they talk about sounding ‘better’?
Do they interrupt or talk over you? Or do they listen carefully and respond thoughtfully?
For more on the role of vulnerability in learning, I like Brené Brown's work on The Power of Vulnerability.
Self-Orientation: Who Are They Really Focused On?
Self-oriented: taking selfies is a clear symptom of being egotistical, of course. (I’m just intrigued by this photo: why is she in a garage?)
This is the only negative factor in the Trust Equation. A coach with high self-orientation focuses more on themselves than on you.
They might:
Spend too much time talking about their own achievements
Push their methods without adapting to your needs
Treat you like a generic "client" instead of an individual
The best coaches are deeply curious about you—your goals, your challenges, and your style of learning. They shape their approach to suit your specific voice and personality.
Tip: Ask questions about how they tailor their sessions. If their answers are vague or overly scripted, they may be more focused on selling than helping.
When it comes to this factor, this is why I believe you should go with a freelancer like me, rather than a big coaching firm.
Big companies with expensive offices in upmarket areas of London have a lot of overheads to pay: they need a constant supply of fresh meat like you to pay for all the real estate, the marketing strategy, the team of 'excellence managers'… they offer more options than an ice-cream shop, and it's all designed to appeal to as many customers as possible. You're just a figure on a spreadsheet to them.
Obviously, I need your money too: this is how I make my living.
But my business is YOU: it's a very direct personal relationship. To be totally frank, I only have the capacity to work with about 20 clients at a time; I often have a waiting list. Any more than 20, and you don't get the personal attention that makes all the difference to this kind of intimate personal self-development.
Choosing a Coach You Can Trust
Applying the Trust Equation to your search for an accent reduction or public speaking coach helps you move beyond flashy marketing and focus on what really matters: the relationship.
You’re not just buying a service—you’re investing in your voice, your confidence, and your professional presence. A coach who scores highly on credibility, reliability, and intimacy, while keeping their own ego in check, is far more likely to help you make lasting, meaningful progress.
Before you book your first session, ask yourself:
Do I trust this person to guide me?
Do I feel heard and respected?
Do I believe they genuinely care about my progress?
When the answer is yes, you're on the right track.
Looking for a public speaking or accent reduction coach you can trust?
If you're ready to take the next step, and my ever-so-subtle marketing here has worked (haha!) you'll be not at all surprised to hear that I specialise in personalised coaching designed to help professionals speak clearly, confidently, and naturally.
An expert ear for what you need, and the practical techniques that will help you to achieve the sound you're aiming for, within a supportive, collaborative environment — that's what you're getting with me.
Learn more about my coaching here
And if you need all of the above, but for your leadership skills, may I recommend Phil Cox - thanks for introducing me to the Trust Equation, Phil!