Sections of the book

Reputation – basic definition

Reputation is the trust you have today for the actions you will do tomorrow, based on confirmed (subjectively reliable) actions in the past
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Reputation is a noun. Every socially developed object that interworks with other participants of society is a carrier of a reputation, that exists whether it wants it or not.

Reputation always starts inside and manifests itself for external observers through intentions and actions of reputation carrier/owner.

Interpretation (perception) of intentions and actions of reputation carrier by external observers creates a so-called “reputational spectrum” of the object – social manifestation of its reputational profile (more detailed description can be found in the chapter “Reputational matrix”).

Reputation is a verb, an action that exists in triune time: past-present-future.

Activities of reputation carrier/owner consist of intentions and actions. Intention is a public statement about something. Action is an implemented intention that influenced the world around. The higher is the energy of an action and the more intentions turn into actions – the higher is your reputational potential (capital).

Reputation is an adjective. The reciprocity of reputation with the world around creates reputational potential (capital) – an opportunity to attract recourses to implement your intentions.

Having recourses is not necessary, but what necessary is to have an opportunity to attract it in the right moment and in the needed quantity.

Few important aspects of reputation.


The first and probably key aspect is reputational potential (capital) – opportunity to attract resources to implement intentions (more detailed description can be found in the chapter “Reputational potential”).

The most obviously its manifested in the financial system: starting from the trust for a bank, that helps to attract more deposits and up to weight (cross-rate) of national currency that acts as the reputation of a country.

These days money is still the most universal “reputational scale”. In regard to business structures it’s called “goodwill” – money value of non-material assets, including the cost of a brand.

Ultimately “reputational currency” can be an alternative to the classic money (providing that society will move from the concept of “accumulation” to the concept of “attraction” of resources).

Reputation management serves to multiply reputational capital. And the key tool for capitalization of reputation is the “conversion” of intentions into actions.


The second important aspect: every reputation manifests itself through the interaction between its carrier and external observers. Up until this moment “reputation” is a “mindset”.

One can say that “reputation” is an external manifestation of a mindset.

Interaction between its carrier and external observes creates a unique “reputational spectrum” of an object – a composition of perceptions of its essence (the core of the reputation) and interpretations of its activities (intentions and actions) from the point of view (from the perspective) of the respondent.



In the context of a singular reputational core its spectrums (perceptions) may vary in different respondent groups (RG)*. Reputation carrier’s activities create response in those RGs whose lives and mindsets are either expressly or by implication affected by those activities. The stronger those activities influence the lives of the participants of an RG, the higher the power of the response. Hence it’s not enough to implement an action; you have to also manage its translation into an RG and its perception (interpretation) there.


The third aspect. A core of a reputation (mindset of an object) is built on the principles of a hologram: every element of an object (reputation carrier) is a translator (resonator) of the whole reputational core of its carrier. In other words every participant of a reputational system (for example, company’s employee) refers to a reputation of the whole system in general. And every activity (action) of a person is an assembler of its personal reputation (more detailed description can be found in the chapter “Reputations’ cooperation”).


The fourth aspect is the difference between positions (statuses) of a “reputation carrier” and a “reputation owner”. Reputation carrier is every object that is interacting with other object or a system of objects (social system). Reputation owner is a beneficiary party meaning the one who manages and controls reputational capital.

A carrier and an owner can be different entities. In other words, you can act, but if you don’t manage the communication and interpretation (perception) of your actions, you don’t control your reputation.

It’s important to understand that in reality you cannot achieve 100% control, so it will be better to say “more” or “less” controlled reputation. It brings us to the trajectory of success: from “carrier” to “owner”.


The fifth aspect – the temporality of reputation and its manifestations, the continuity of triune time. There are no separate “yesterday”, “today” or “tomorrow” reputations.

A change in reputation happens in all three guises of time. Images of the future are influencing the perception of the past, and a change in perception (interpretation) of the past influence images of the future. Position of “today” can move on the scale in any direction.

At the same time its important to understand that there’s astronomical time (it’s described as linear and irreversible) and project time (conceptual and virtual), in which the free reposition of the observation point (”now”) is possible and which can be considered as a space of probabilities with multiple timelines and branching points (diverge point) – object’s actions.


* In this context a respondent group (RG) is a group of socially developed objects that is united by the principle of similarities of mindsets and has approximately the same engagement rate into the information space.