We can't speak enough that change starts with ourselves.  Yes it's a bit cliche to say; however, practicing the intent behind the statement is what matters.  "Removing the friction" as you say is indeed the action part behind standing for change through our actions.

There is, however, another viewpoint on your statement "in order for you to demonstrate that you are worthy of trust, you must give win first."  What about starting with trust?  When we start with trust we give it freely without the need to demonstrate it first.  There are no conditions. No past story interfering with the possibility of trust that exists today.