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As a business owner and operator you have to do whatever it takes to not damage your reputation. You can spend your whole career generating goodwill and excellent public relations but it can all be taken away in one day if you make a critical mistake.
Reputation is everything. Just ask United Airlines in April 2017. It’s easy to mess up a good reputation but hard to rebuild one tarnished. Premium brands have great reputations and can charge more for their services or products. People buy Hermes bags or Louis Vutiton bags at premium prices based upon their reputation.