The Say-Do Ratio: A Leadership Metric that Builds Trust and Delivers Results

Last week, I was listening to a recording of an event on LinkedIn, and a senior leader from Zinnov was asked an intriguing question about what sets the best sales leaders apart. His response included a term that immediately resonated with me—Say-Do Ratio. It struck a chord, and I realized that, while it was the first time I heard the phrase, it described something I had been searching for throughout my career. It gave clarity to so many thoughts I’d had about what truly separates the top performers from the rest.

It was a lightbulb moment for me, and I knew that if it was this impactful for me, it could be for others, too. The more I thought about it, the more I realized that understanding the Say-Do Ratio helps filter the leaders around us. You can quietly ask yourself: Does this person have a Say-Do Ratio of 1?

With that in mind, I wanted to share some insights and reflections on this game-changing concept.

Why the Say-Do Ratio Matters

Trust is the foundation of any high-performing relationship, whether personal or professional. When people trust you, they don’t question your actions, and that trust directly correlates to how consistently you deliver on what you promise. A high Say-Do Ratio builds this trust. When we say something, people know we’ll follow through.

Execution is Key: Words Aren’t Enough

A great plan or strategy is only as valuable as its execution. If we can't deliver on the plans we make, no matter how well thought-out, they won’t mean much. The Say-Do Ratio constantly tests us as leaders—every commitment we make is an opportunity to either strengthen or weaken our credibility.

When teams see that we follow through, they’re more likely to invest their energy and trust in the process. But if promises aren’t met with action, that trust quickly diminishes. It’s simple: delivering consistently is what sets leaders apart.

Clear Communication and Accountability

Honest, clear communication is the backbone of accountability. A high Say-Do Ratio means we don’t just make promises—we hold ourselves accountable to deliver on them. Consistency in delivering on promises builds stronger relationships, both with teams and clients.

The Dalai Lama wisely said, “Honesty and transparency make you vulnerable. Be honest and transparent anyway.” It’s not always easy, but being clear and true to your word earns respect and builds trust in the long run.

What Falls Through the Cracks Matters

While we all strive for a perfect Say-Do Ratio, sometimes things fall through the cracks. However, how we handle these situations can be just as important as maintaining the ratio itself. When something is missed or delayed, backing it with a positive attitude and real effort can turn a missed commitment into an opportunity for growth and improvement. Instead of letting it become a lost cause, nurturing that misstep with the right approach can transform it into a chance to rebuild trust.

On the other hand, letting negativity seep into those gaps or failing to address them will hurt your credibility as a leader. Every negative instance that goes unaddressed counts against your leadership score. People will remember not just the mistakes but how you responded to them.

Measure What Matters: Bringing Clarity to Our Actions

To maintain a high Say-Do Ratio, it’s essential to have a clear system in place for tracking progress and ensuring that what we commit to gets done. Defining clear objectives and measuring them makes sure we’re not just talking about goals but actually delivering on them.

A solid Say-Do Ratio is not about being perfect; it’s about having a process in place to consistently follow through.

Aligning Conversations with Action

When the pressure is on, our Say-Do Ratio is often put to the test. It’s in these moments that actions speak louder than words. If we commit to a critical conversation, we need to ensure tangible steps follow our words—this is how real trust is built.

As the Dalai Lama said, “When you talk, you are only repeating what you already know. But if you listen, you may learn something new.” Listening carefully helps us ground our commitments in reality and ensures we can deliver on what we say.

How We Prioritize a High Say-Do Ratio

At Thynkwise Advisors, we understand that consistently delivering on what we say is the foundation of strong relationships and successful outcomes. Whether we’re building sales execution strategies or helping clients transform their operations, our focus is always on ensuring that every commitment is backed by real action.

Our belief in keeping things simple is reflected in our motto: “Simple is always smart.” It’s not about making grand promises—it’s about doing the right things consistently and reliably.

What I realised in a summary :

• Consistency Builds Trust: The more consistently we follow through on our word, the stronger our relationships and team performance become.
• Execute Relentlessly: Strategy is important, but without action, it doesn’t mean anything. Execution is what makes the difference.
• Be Transparent, Even When It’s Tough: It’s not always easy to deliver on every promise, but being open about challenges builds credibility in the long run.
• Measure Our Commitments: Having a system to track progress ensures nothing slips through the cracks and that every commitment is followed up with action.
• Handle Missed Commitments Positively: When things fall through the cracks, address them with a positive attitude and effort—it can become an opportunity. Letting negativity fester, however, damages your reputation as a leader.

At the end of the day, leadership is about trust. And trust is built by doing what we say we’ll do. It’s not about grand gestures—it’s about being reliable, day in and day out. At Thynkwise, we strive to live by this principle every day, working with clients and partners to ensure that promises made are promises kept.