
Bruce Deel's transformative journey proves radical trust changes lives. Endorsed by Chick-fil-A's CEO and American Airlines' chairman, "Trust First" reveals how one Atlanta nonprofit's counterintuitive approach has rescued thousands. What if your greatest leadership breakthrough requires trusting those everyone else has abandoned?
Bruce Deel, co-author of Trust First: A True Story About the Power of Giving People Second Chances, is a visionary nonprofit leader and pastor renowned for his transformative work in community revitalization. Alongside collaborator Sara Grace, Deel chronicles his 25-year journey founding Atlanta’s City of Refuge, a groundbreaking social services organization that has empowered over 20,000 individuals in one of Georgia’s most marginalized neighborhoods. The book blends memoir and social advocacy, emphasizing themes of radical trust, poverty alleviation, and systemic change—principles rooted in Deel’s hands-on experience as a pastor and his innovative “trust-first” philosophy.
A sought-after speaker and consultant, Deel has been featured in People magazine, NPR, and TEDx talks, and his work with City of Refuge has earned recognition from the governor of Georgia and Major League Baseball. Published under Simon Sinek’s Optimism Press, Trust First reflects Deel’s belief in unconditional support as a catalyst for societal transformation. The book has influenced global nonprofit strategies and is frequently cited in leadership programs for its actionable insights into rebuilding fractured communities.
Trust First explores the transformative power of radical trust in rebuilding lives and communities, based on Bruce Deel’s experiences founding Atlanta’s City of Refuge. The book outlines practical strategies for extending unconditional trust to marginalized individuals, emphasizing dignity, second chances, and holistic support through housing, healthcare, and job training.
This book is ideal for nonprofit leaders, social workers, educators, and anyone interested in community-building or restorative justice. It offers actionable insights for those seeking to foster trust in personal relationships, workplaces, or organizations tackling poverty and addiction.
Yes, particularly for its real-world examples of radical trust in action. The book blends inspiring stories from Atlanta’s most vulnerable populations with practical frameworks like the “One Stop Shop” model, making it valuable for both personal growth and professional application.
City of Refuge’s signature model consolidates essential services—housing, childcare, healthcare, and vocational training—under one roof. This approach removes logistical barriers while building trust through consistent, comprehensive support tailored to individual needs.
Radical trust means believing in people’s potential before they prove themselves. Deel argues this involves offering resources without judgement, celebrating small victories, and maintaining commitment even through setbacks—demonstrated by his motto, “We come back”.
The book advocates leading with vulnerability, prioritizing employee dignity over productivity metrics, and creating “second chance” hiring programs. Deel shares how these principles reduced turnover and increased engagement at City of Refuge.
Some may question the scalability of unconditional trust in large organizations or high-risk environments. The book addresses this by emphasizing structured accountability within the “One Stop Shop” framework while maintaining emotional openness.
Unlike transactional leadership guides, Trust First focuses on human potential over efficiency. It complements Brené Brown’s vulnerability research but adds a grassroots, community-driven perspective.
As workplaces increasingly prioritize psychological safety and cities face affordable housing crises, Deel’s trust-based models offer blueprints for addressing systemic inequality through grassroots empowerment.
Visit City of Refuge’s website (cityofrefugeatl.org) or explore related titles like Toxic Charity by Robert Lupton and When Helping Hurts by Corbett & Fikkert for complementary approaches to community development.
Siente el libro a través de la voz del autor
Convierte el conocimiento en ideas atractivas y llenas de ejemplos
Captura ideas clave en un instante para un aprendizaje rápido
Disfruta el libro de una manera divertida y atractiva
'We come back.'
Trust First has become a manual for those seeking to create meaningful change.
You don't really want to do this, do you?
I see your humanity before your history.
We come back.
Desglosa las ideas clave de Trust First en puntos fáciles de entender para comprender cómo los equipos innovadores crean, colaboran y crecen.
Experimenta Trust First a través de narraciones vívidas que convierten las lecciones de innovación en momentos que recordarás y aplicarás.
Pregunta cualquier cosa, elige tu estilo de aprendizaje y co-crea ideas que realmente resuenen contigo.

Creado por exalumnos de la Universidad de Columbia en San Francisco
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Creado por exalumnos de la Universidad de Columbia en San Francisco

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A woman pulled a gun during the second night of a food ministry on one of Atlanta's most dangerous corners. Most people would have run. Most would have called the police and never returned. But what happened next would become the foundation of a movement that has transformed thousands of lives. Standing between Gloria and her target, gently pressing down on the weapon, came a simple question: "You don't really want to do this, do you?" That moment of radical trust-choosing to see potential rather than threat-sparked a revelation. How many people make destructive choices simply because no one has ever trusted them to make better ones? When the lot stood empty two nights later, everyone assumed the ministry was finished. But a promise was made to Jake, a local who showed up alone: "We come back." Twenty-one years later, that promise has evolved into City of Refuge, a comprehensive urban transformation organization built on one revolutionary premise-trust people first, not after they've earned it. We're taught to guard trust like gold, offering it only after someone proves worthy. It makes sense, doesn't it? Verify before trusting. Protect yourself. But here's what that approach misses: for people who've never been trusted, who've been treated with suspicion their entire lives, being offered trust becomes transformative. It says something profound-I see your humanity before your history. I believe in your potential before you've proven it. Trust operates differently than compassion or empathy because it's dynamic and two-way. It forces us to share control, to make ourselves vulnerable. That's terrifying. But it's also powerful. Think about the last time someone trusted you with something important before you'd earned it. Remember how that felt? That weight of responsibility, that desire not to let them down? That's the catalyst for change. The conventional approach to helping people in crisis follows a transactional model: prove yourself, then we'll invest in you. Show up clean for thirty days, then we'll consider housing. Demonstrate reliability, then we'll offer opportunity. But this creates an impossible catch-22 for those trapped in cycles of poverty, addiction, and trauma. How do you prove stability when you're sleeping on the streets? How do you demonstrate reliability when you're fighting withdrawal? The trust-first model flips this equation. It offers the stability first, then asks people to rise to meet it.
Growing up as a traveling preacher's son meant ten schools in twelve years and constant bullying for being slight with bright red hair. After barely surviving college working multiple jobs, traditional ministry followed-comfortable churches with occasional downtown outreach that felt like "putting bandages on heart attacks." Everything changed when evaluating a dying inner-city church called The Mission. A weeping woman approached: "I've been hooking and stripping fourteen years. Can you help me get out?" Within four months, nearly a hundred people in crisis were attending, placing drugs and weapons in the offering plate as symbols of commitment. City of Refuge launched with dignity-quality food, learning names, expanding programs. A little girl, transformed by new clothes and shampooing, asked: "Pastor Bruce, am I pretty?" When assured she was beautiful, her worried follow-up revealed poverty's depth: "Can I keep the clothes?" When you've never owned anything, you can't assume anything is truly yours. Rhonda challenged: "If we are really going to impact a city, we have to be in the city." The family moved into the church building itself. Drunk people threw asphalt through windows. Homeless people smoked crack on the porch. But through daily contact, ugly stereotypes crumbled. "Judgeless" care became standard-not questioning how someone arrived, simply asking "How can I help?" Proximity breeds empathy, and empathy enables trust.
Six years in, programs flourished-after-school activities, camping, outreach, a sixty-five-bed shelter, housing for single mothers. But was it enough? Michael, a mentally ill resident, inappropriately demanded attention, then defecated on a staff member's truck. After being banned, he threatened the family, making a gun gesture in court and vowing to "hunt the son of a bitch down." Though incarcerated for three years, the encounter exposed a painful truth: crisis triage and referrals felt woefully inadequate. Clients faced overwhelming barriers-navigating disconnected agencies across the city without transportation or money, enduring bureaucratic humiliations at each stop. It felt like "pouring water in front of a thirsty person without giving them a cup." Then came the encounter that changed everything. A homeless man asked for old shoes. Then socks. Finally, with deep shame: "Any chance I could wash my feet?" After providing shower supplies and fresh clothes, thirty minutes passed in self-recrimination. Why hadn't the need been noticed sooner? Between Michael's threats and this humbling moment, the path crystallized. City of Refuge needed a One Stop Shop-doctors, therapists, addiction recovery, job training, day cares, schools-all under one roof. Finding property in The Bluff, Atlanta's highest-need neighborhood, seemed impossible. Yet an eight-acre property with five acres of warehouse space appeared. After months of meetings, owner Malon Mimms donated the entire $1.6 million property in August 2003.
The donated warehouse required over ten million dollars in renovations-leaking roofs, broken doors, breached walls, massive rat infestation. Nights were spent sleeping inside with a former drug kingpin and motorcycle gang member to prevent break-ins. Many called the vision "crazy," urging focus on one thing, but the people being served needed everything. The transformation took two grueling years. Then Hurricane Katrina hit in 2005, and City of Refuge became a relief hub, housing over 3,500 people. The media attention changed everything. In 2008, Eden Village opened with forty mothers and eighty-two children moving in during the first two weeks. Unlike typical shelters, it offered comprehensive transitional housing with financial literacy, addiction recovery, and mental health services-a complete pathway to independence. Within a year, the city funded Eden Village II for single homeless women, adding eighty beds that filled immediately. For thirteen years, both facilities maintained 100% occupancy with waiting lists. As City of Refuge evolved into an established organization serving 225 women and children, a controversial decision tested everyone: welcoming Ryan, a violent former gang member with a PCP addiction, and giving him a master key to the entire facility. Staff thought it was insane, but the founding principle demanded accepting even "lost causes."
Ryan Marchman's childhood was marked by trauma-his stepfather Big Ivan locked him in basements during violent rampages. At thirteen, Ryan confronted Ivan and was hospitalized with broken bones. When his mother let Ivan return, Ryan fled to a gang. By thirty, he was leading robbery crews, addicted to PCP and cocaine, with most of his original crew dead. During a planned robbery, Ryan-high on cocaine-began trembling and backed out. Walking home in tears, he encountered Greg Washington, a former dealer turned City of Refuge member whose redemption story led Ryan to a Bible study that offered unprecedented support. Though housing programs served women, Ryan received a small room and thrived initially but eventually disappeared. Days later, he returned beaten down, apologizing. Despite the betrayal, he was offered a second chance that moved him to tears. At City of Refuge, Ryan experienced his first birthday parties and Christmas presents while earning his driver's license, GED, and opening a bank account. He reconnected with his teenage daughter. Today, Ryan runs Watchmen Protective Services with thirty employees, serving Atlanta's homeless shelters and offering free training at City of Refuge. A third of City of Refuge's staff are former residents who now help others heal.
Michelle arrived terrified after fleeing traffickers, spending a month in bed facing the wall. When she finally spoke, her plea was devastating: "I need you to take me downtown to the courthouse and wipe away the fact that I ever existed." Her emotional detachment while recounting three years of imprisonment and assault was more frightening than tears. This wasn't someone seeking a fresh start - this was someone whose identity needed erasing to survive. Within a year, one million dollars was raised to build a welcoming home, eventually sheltering over five hundred women across four houses by 2018. Stephanie seemed beyond recovery - hard as stone, avoiding eye contact, radiating hostility. Born into a cult that trafficked daughters, she'd endured abuse since age five. Despite recommendations for psychiatric hospitalization, unconditional love became her treatment. Though she shattered windows and ran away, patience remained constant. Slowly, Stephanie softened - first with whispered hellos, then worship participation, eventually building trust daily. When the director of Colorado's Wind River Ranch brought flowers and chocolates, she ran to embrace him, revealing she'd prayed to hear a man say "I love you" without wanting something in return. Weeks later, she legally changed her name to Victoria Hope, embracing her new identity built on love and trust.
We cannot control life or those we love, yet we must never love or trust less because of it. Nonprofits track metrics for funding - meals served, employment rates, economic impact. City of Refuge cites impressive statistics: $65.6 million in economic impact and 139 women graduating to stable employment in 2016. But numbers miss the immeasurable dignity restored to human lives. Take Rufus, who took years before his outbursts decreased and substance abuse declined. After a decade, following a frightening diabetic episode, he committed to sobriety. Though he depends on City of Refuge for housing and utilities, he represents profound transformation - free from sex work, addiction, and violence, attending church weekly and giving back financially. Vanessa returned for a second tour after years of independence. Once embarrassed by her health issues, she now shouts about needing adult diapers without shame. After twenty years of solitude, she has a family that loves her. Twenty-one years have passed. The 30314 neighborhood has changed, now shadowed by the $1.5 billion Mercedes-Benz Stadium. Crime decreased 40% after a federal crackdown. In August 2018, beloved staff member Beverly Jenkins was killed during a robbery attempt. Four staff members quit; others became more committed than ever. Finding safe, affordable housing remains the biggest challenge. There are countless people like Rufus and Gloria in cities worldwide, waiting for someone to step into their conflict. Deep in all of us resides a trusting, compassionate spirit. To trust and be trusted fulfills one of our deepest human urges. Life without deep community remains anxious and empty. You don't need to start a nonprofit to make a difference. The question isn't whether broken people deserve trust - it's whether we have the courage to offer it. In a world that demands proof before belief, choosing to trust first isn't naive. It's revolutionary.