Chapter 9BUILDING A STRONG AND LONG-LASTING REPUTATION
Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships together. And trust grows out of trustworthiness.
—STEPHEN R. COVEY, FIRST THINGS FIRST
At this point in the book, we wish we could say that by focusing on sustainability in your strategy, you will ensure yourself a great reputation and superior brand. Unfortunately, it isn’t that simple. An organization’s reputation or the value of a brand is based on myriad factors, not the least of which is the perceived value of the product or service. And today more than ever before, perceived value encompasses how the product impacts society and the planet. ...
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