Reputation matters—and it matters a lot! It can be measured in different ways, but at the end of the day, it is the net result of the choices we make and the things we choose to do, or not to do. Our portfolio of choices results in a certain value being placed on our brand, at the organizational level, as well as the personal and national levels. The value equates to our reputational capital as determined by others in the open market of comparative economics. Our reputational capital tells us how much goodwill there is for us to call upon when we need it. At the end of the day, it's an issue of credibility, both personal and organizational.
A damaged reputation, a dissonant brand or poor credibility have costs attached ...