Do, Show, and Tell: Rethinking Business Trust in the Black Community

In many communities, the formula for success in business often follows a familiar path: tell, show, and then do. Entrepreneurs explain their great idea, demonstrate how it will work, and then execute once they have earned support. This approach relies heavily on an underlying foundation of trust.

But within the Black community, trust remains one of the most significant barriers to business success. It is uncomfortable for some to acknowledge, yet it is true: we often do not trust one another in business.

A Trust Problem Close to Home

How many times has someone said, “I will not shop there because it is Black-owned,” or “I do not believe the service will be good because they are Black”? Sadly, those assumptions are too common. And while many Black-owned businesses do provide excellent products and customer service, there are enough negative experiences that reinforce the stereotype.

The result is that Black business owners must approach entrepreneurship differently. Rather than relying on the traditional model of tell, show, and do, many must flip the order and adopt a strategy of do, show, and then tell.

Why Do, Show, and Tell Works

The concept is simple but powerful. Instead of announcing an idea and asking for trust up front, Black-owned businesses must first prove themselves through action.

• Do: Deliver the product or service with excellence, consistency, and professionalism.

• Show: Demonstrate the results, showcase satisfied customers, and provide evidence of success.

• Tell: Share the story and build the brand only after credibility has already been established.

This method removes doubt because the proof comes before the pitch. Customers see what has been accomplished and are less likely to question abilities, ethics, or quality.

Comparing Approaches Across Communities

In majority White or mainstream business spaces, tell, show, and do can often work effectively because there is a baseline trust in the system. Investors, customers, and partners may be willing to support an idea based on presentation alone. That trust allows entrepreneurs to sell vision before delivering results.

In contrast, many Black entrepreneurs find themselves facing skepticism, even within their own community. Customers often want evidence before committing, which means the order must change. Doing the work first and proving value reduces the barrier of distrust and creates a foundation of credibility.

Pros and Cons of Each Method

Tell, Show, Do (common in mainstream spaces):

• Pros: Easier to secure early support, funding, or buy-in. Builds momentum quickly.

• Cons: Relies heavily on trust and reputation that may not exist for Black businesses. If execution fails, the business risks losing credibility permanently.

Do, Show, Tell (a better fit in the Black community):

• Pros: Builds trust through proof. Establishes credibility before making promises. Creates a reputation of reliability and quality.

• Cons: Requires more upfront investment of time, money, and effort before gaining recognition. Growth can be slower at the beginning.

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Building a Path Forward

Black-owned businesses cannot afford to rely on assumptions that customers will buy simply because of cultural solidarity. They must prove that their quality, service, and reliability are unmatched. Do, show, and tell is not only a method of earning trust within the community, it also builds a reputation that expands far beyond it.

When customers see results first, they no longer need to question whether a business can deliver. The story then becomes more powerful because it is backed by evidence. This approach allows businesses to grow steadily, build credibility, and become trusted institutions.

The Bottom Line

Trust is the lifeblood of business. For Black entrepreneurs, the path to trust may require a different route. By committing to do first, show second, and tell last, Black-owned businesses can overcome stereotypes, earn loyalty, and position themselves as reliable, credible, and indispensable players in the marketplace.

Do, show, and tell is not just a strategy. It is a pathway to building reputation, growth, and long-term success.