Sections of the book

Reputation design (reputational development)

Reputational development is the process of designing and managing a reputation, the system of conscious actions that convert subject’s mindset into his authority
“Everything is very simple: either you control your reputation, or it controls you.”
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The essence of reputational development can be explained with the simple formula: mindset creates actions – actions form reputation – reputation helps the increase of authority (resources/currency) in mutual relations of a subject with other participants of the Big world.

Hence reputational development is building of a reputation with the purpose to increase social capitalization of a subject.

Reputational development works both with inner substance of a subject (mindset) and its outside reflections (actions, authority and social perception of a subject).

Both project (formulation of future, retro correction etc.) and communicational instruments (advertising, PR etc.) are used in this work.

Main tasks of reputational development specialist (project structure):

  • helping to form subject’s mindset;
  • helping to form a “subjective future” (in the context of images of possible futures of the Big world);
  • formulating and forming of activities (actions) system of a subject, that correspond with its mindset and move it closer to the fulfillment of “subjective future”;
  • forming and managing of the coverage of subject’s actions in society;
  • correction of social perception of previous actions;
  • promotion is an image of “subjective future” as a part of a possible Big world futures cloud in society;
  • managing the resources for a project implementation and its effectiveness (costs of implementation/anticipated profit of a project).

In practice reputational developer is a producer if a subject’s reputation. If we shift reputational development into the triad of creation, we will receive the following functional breakdown:


In collaboration with a subject – formulating its mindset, its image of a “subjective future” and a “subjective past” in the context of global (socially legal) images of future and past.


Definition of the past, present and future applicability and relevance of subject’s mindset in society in general and by separate respondent groups. Planning out the subject’s activities (actions) to management its “subjective future” with the purpose to raise its social capitalization.


Implementation of actions and their promotion (popularization) in society in general and in respondent groups. Retro correction (correction via social perception already implemented actions). Promotion of an image of a subjective future in the context of possible futures of the Big world.

Also on the stage of designing the evaluation of effectiveness – the correlation of “outlay cost”/”obtained benefit” (material and non-material) – should be carried out.

On practice the basic document of reputational development is a “reputational profile of a subject” (more detailed description can be found in the chapter “Architecture of reputation”).

This document describes the mindset of a subject and its manifestations in interactions with society in three-dimensional coordinate systems: past-future/material-spiritual/private-universal.

Following this document, the images of “subjective past” and “subjective future” are created, as well as
a polyvariant strategy (“roadmap”) that forms them.

“Subjective past” – the description of motivation and results of subject’s action that already took place in the context of reaching its subjective future.

“Subjective future” is the subject’s insight on a specific future of the Big world (society), formed by a subject’s activities.

Agreeably, polyvariable strategy is the “roadmap” that describes the activities, needed “now” and correction of perception of subject’s previous actions, necessary for reaching its prospective future. This map is built upon the points of reference (actions) of a subject, them being the manifestation of its mindset in interaction with the external world (more detailed description can be found in the chapter “Polyvariable planning”).

The map has various options of actions’ interactions – scripts. However it doesn’t have the time scale. To be more accurate, map – a polyvariable strategy – is implemented in the context of the triune time (more detailed description can be found in the chapter “Triune time”).

In terms of a polyvariable strategy short action plans are formed – activities to create separate actions, expressed in the linear time scale (charts and media plans, familiar to us).

What important is the adjustment (connection) of separated actions (linear plans) into a multidimensional project amount. In such case the current and perspective actuality of one or another action are taken under consideration.

In other words – a designer understands which actions are needed to form a reputation and selects those that are the most relevant in current and next moments of time of real world. Meaning that in operational horizon the essence of reputational development is to create a polyvariable strategy and manage its implementation on a level of linear action plans.

Hence the key task of our reputational developer – to hold the project amount with due regard to its relevance “here and now”.