CHAPTER 6Personal Choices That Burnish Your Reputation
Goodwill is the only asset that competition cannot undersell or destroy.
—MARSHALL FIELD
AREPUTATION, OR BRAND, IS A PROMISE. That promise has intrinsic value. When you honor the promise of your reputation, people learn to count on that. They learn they can expect you to act in ways that are consistent with that brand. This makes your brand reliable and that creates value. Every day you make choices about consistently living your brand. When you make good choices, it creates goodwill and builds trust. Building a brand is just like building a house. You do it brick by brick, choice by choice.
I asked many leaders who I interviewed for this book about difficult choices they had to make. Some ...
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