Andrew Sykes grew up in South Africa and built one of the country’s largest healthcare consulting businesses. With 25 years of experience in sales, he has lived, worked, and run businesses across six continents, giving him a global perspective on leadership, trust, and human behavior. Andrew is the author of The 11th Habit, a TEDx speaker, and a lecturer at Northwestern University’s Kellogg School of Management. He is also the founder of Habits at Work, where he helps customer-facing teams build stronger relationships, leverage trust, and uncover their customers’ deeper needs beyond what’s on the surface.
In this episode, Brad and Andrew discuss:
- Andrew’s unconventional journey from actuarial science to entrepreneurship and leadership development
- How fear-based, command-and-control leadership can drive profits but destroy trust and retention
- Trust is a judgment others make, not a personal trait leaders can assume they possess
- The research behind habit formation and why most training programs fail to create real behavior change
- Why first impressions matter more than most leaders realize and how to build trust in minutes, not months
Key Takeaways:
- Trust is not something leaders inherently have; it is a judgment others make, often within the first five minutes of interaction. Leaders who ignore this reality unintentionally operate from a trust deficit.
- Fear-based leadership can produce short-term financial results, but it guarantees high turnover, cultural damage, and long-term instability.
- Knowledge alone does not drive behavior change. Skills must be deliberately practiced and turned into habits to create lasting performance improvement.
- Trust accelerates everything in business; sales cycles shorten, employees stay longer, mistakes are forgiven more easily, and innovation increases.
- Rebuilding trust requires humility and intention. Small promises kept consistently are far more effective than grand gestures after trust has been broken.
“Mere experience gained on automatic is the enemy of mastery.” - Andrew Sykes
Connect with Andrew Sykes:
Website: https://www.habitsatwork.com/
LinkedIn: https://www.linkedin.com/in/andrewsykes1/
Other Resources: Cohort on Trust for 2026 - https://www.habitsatwork.com/trust-advantage
Book: https://cerene.squarespace.com/woof-book-store/p/the-book
Connect with Brad Foley:
Website: https://www.hrvaluepartners.com/
LinkedIn: https://www.linkedin.com/in/bradfoley/
Facebook: https://www.facebook.com/hrvaluepartners/
Instagram: https://www.instagram.com/hrvaluepartners/
Email: brad@hrvaluepartners.com
Show notes by Podcastologist: Francine Poblete
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.