The document discusses the importance of developing a strong business reputation, especially in today's age where consumers are more informed and careful with how they spend their money. It notes that a company's reputation is one of the most important determinants of its sustainability and success. The document provides an overview of some key aspects of reputation management, such as the 7 steps of reputation leadership, reputation training, and communicating a company's story effectively. It emphasizes the importance of internal communications and culture to control a company's reputation from within.
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