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3 of 3 people found the following review helpful
If you own a company and are concerned about your company's most valuable asset, its reputation, then get this book. Dr. Diermeier has written a thoroughly researched and documented work that covers every aspect of reputation management. After running the CEO Perspective Program at the Kellogg School of Management for seven years, he found that CEO's across the board focus on two issues in their business. The first is "People", and the second (to the author's surprise) is "Reputation". This book gives readers the tools to understand their reputation and manage it well.

The first chapter is the best chapter. Through many different examples, the author walks you through dealing with a crisis, managing your reputation in a shorter news cycle, and growing your trust radar. Each issue is critically important for companies big and small in today's environment. This chapter provides a firm foundation for the rest of the book.

The second chapter has a great section on changing your company from a villain (the default mode for virtually all companies) into a hero. The fourth chapter deals with the issue of outrage and a reputation crisis. Very helpful information on the differences between a company's perspective on a business decision and the public perspective. The eighth chapter has some good advice on building a team to manage your reputation, especially for larger companies. The conclusion has one of the best pieces of advice in the book, and its also the shortest chapter. Really great insight into "the expert trap", almost worth buying the book for this part by itself.

This is a book worth reading, but its not without its drawbacks. First, it is very dense for a book that is less than 300 pages. You will feel like you have had a Master's Course by the time you are done reading this. Secondly, despite the author's caveat in the introduction that it applies to all business owners, there is a natural bias towards larger businesses. There is a lot of valuable information for the smaller businesses as well, just know that there are some items that will not apply to your company. All in all, this is a book worth buying for any business owner looking to build, manage, or understand their reputation. Recommended.
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1 of 1 people found the following review helpful
It is no coincidence that on Fortune magazine's annual lists of companies that are most highly regarded and considered the best to work for, many of the same companies appear each year. Their reputations are well-deserved and have been hard-earned one human interaction at a time. Those employed by Ritz-Carlton, The Container Store, Nordstrom's, Apple, Google, Southwest Airlines, and Procter & Gamble are expected to personify their company's core values in both their attitude and behavior, especially during all of their interactions with customers, to be sure, but also with each other.

The companies on which Diermeier focuses offer compelling examples of how a company's reputation, its "most valuable asset, " can be enriched and enhanced over several decades (e.g. Calgene, Prudential Insurance,) and then, in some instances, severely tarnished (if not ruined) in a only a few days or even hours (e.g. Monsanto and Shell UK). Given the rapid and extensive emergence of social media in recent years, the need for a reputation management program is even greater now than ever before.

The program that Diermeier introduces in this book is based on his more than ten years of real-world experience with all manner of organizations as well as his analysis of the results of countless formal research studies. The core principles of the program he has formulated (and explained thoroughly in this book) serve as the foundation for the strategies he proposes. He cites dozens of mini-case studies of situations in which a reputation was at risk. He explains what worked, what didn't, and why. For a time, probably the most highly-regarded company in the world, Enron's moral and/or ethical deterioration at the C-level occurred over a period of several years and the damage to its reputation was irreparable. The prestigious reputation of other companies (e.g. Johnson & Johnson, Exxon, BP, Toyota) was damaged by specific developments and their reputation restoration depended almost entirely on how well each responded to the given crisis.

To sum up, Diermeier provides about as much information, insights, and advice as most business leaders will need to establish or strengthen and then sustain (with continuous improvement) a cohesive, comprehensive, and cost-effective program for reputation management for their organization, whatever its size and nature may be. Presumably he agrees with me that it would be a fool's errand, however, to attempt to adopt all of his recommendations. It makes sense to conduct a rigorous self-audit to reveal what one's organization's greatest vulnerabilities are - insofar as reputation is concerned -- in order to determine what must be done to prevent or respond to effectively to a crisis involving each.

As Daniel Diermeier observes, "Reputation management is not a corporate function, but a capability. It requires the mindset integrated with the company's strategy, guided by its culture and values, and supported by carefully designed governance and intelligence processes. Developing this capability is as demanding as developing customer focus or the ability to execute. I hope this book."

Some who read this review may agree with the importance of what is proposed but then point out, "We already have so much going on already, we just can't focus on reputation management right now." In reply, I cite the Chinese aphorism that asserts the best time to plant a tree was 100 years ago. The next best time is now.
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1 of 1 people found the following review helpful
on September 4, 2011
While the case studies do typically come from large corporations the message is readily adaptable to small companies or the individual. Professor Diermeier is a leading authority on reputation management, and this work captures the important components of building and maintaining trust. The key components of trust are identified as well as clear examples of why these factors are important. Each chapter has a concise summarized list of the authors key points for the specific topic. For example "Most reputational challenges do not occur because of some external event, but rather are the consequences of an earlier business decision." This clearly stated concept not only applies to business, it can be easily extrapolated into personal level decision making resulting in reputational challenges. This reviewer found the book to be insightful and entertaining.
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on May 11, 2013
Easy truth, what you sell is not what you sell. You sell a concept, a perception, a set of ideas. You sell the concept of what is YOU ... your business, your product, your service.

Why struggle and push, what can flow easily if the world can see and feel what you are standing for. Daniel Diermeier comes directly to the point and teaches what is law of nature: water flows down hill. Why continue fighting? Great book for business and private life

For me a 28 out of 28. Enjoy it!
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on September 24, 2012
This book is an easy read with numerous relevant case studies from recent history. He does a great job at explaining all the topics and really making you think about your own job, company, and personal life. A must read.
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on October 20, 2013
I was required to use this book for a MBA class and it was worth the read. There are a variety of good examples that follow the structure of the book and illustrate each concept.
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on February 21, 2014
Excellent information for corporate culture in managing crises. Easy read with great anecdotes to illustrate the points. Concept takeaways are easily applicable.
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on June 6, 2013
The methodology to face crisis, the arguments and the cases analyses are valuable. It reminds us that we have simple principles to protect reputation.
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on February 27, 2014
the book contains what I was looking in a book about reputation. others are incomplete or complicated.
is simple and very practical.
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on April 17, 2014
It is very easy to read. It is a fun book to read as well. It is very easy to find.
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