Trust and credibility are cornerstones of successful leadership. You can be the smartest, most technically capable person in your field, but if you don’t have credibility with your team and earn their trust, you’ll never reach your leadership potential.

In his newest book, Follow Your Conscience, Frank Sonnenberg shares great wisdom and practical advice on how to lead and live with character and values. I’ve been connected with Frank via social media for a few years now and we collaborate together in The Alliance of Trustworthy Business Experts. Frank’s work is a beacon of light in a dark world that doesn’t place much value on the moral component of leadership.

Frank’s book includes a section on how to build trust and credibility. He lists 55 excellent strategies and I’ve highlighted 13 of my favorites:

1. Your reputation is their first impression.
2. Show people you care about their needs.
3. A promise should be as binding as a contract.
4. Follow through on every commitment you make.
5. Be straight with people. Tell it like it is.
6. Always tell the truth or the truth will tell on you.
7. Surround yourself with people who have a high degree of integrity.
8. Your actions “off-stage” (e.g., at an office party or on Facebook) impact your trust and credibility.
9. Your actions must match your words.
10. Admit when you’re wrong.
11. Words spoken in confidence are words spoken in trust.
12. Learn how to disagree without being disagreeable.
13. It’s not only what you bring to the table but how you serve it.

As Frank says, moral character is the DNA of success and happiness. If you’re looking for ways to develop your character, build trust, have better relationships, and chart a path for personal success, Follow Your Conscience is an excellent starting point.