When people talk about reputation, they often talk about it as if it’s something we own. “My reputation,” they say. But the truth is, reputation doesn’t actually belong to us. Reputation lives in the minds of others. It’s the story people tell when we’re not in the room. And if that’s the case, then reputation is not built for us, it’s built for them.
Too many of us fall into the trap of trying to look great for our own sake. We chase recognition, applause, and the need to be seen as successful. But the leaders and organisations we admire most, the ones with truly remarkable reputations, don’t focus on being great for themselves. They focus on making others great.
Think about the best leaders you’ve ever worked with. Their impact wasn’t just in what they achieved; it was in how they made you feel and how they empowered you. They saw your potential even when you didn’t. They invested in you, encouraged you, and created the conditions for you to succeed.
Reputation is born in these moments. It’s built when you choose to share credit instead of taking it. When you lend your strengths to lift someone else. When you make decisions not for the short-term applause but for the long-term benefit of others.
You might have heard the saying: “leadership is not about being in charge; it’s about taking care of those in your charge”. Reputation works the same way. It’s not about curating a perfect image or telling people how great you are. It’s about acting with integrity and generosity so consistently that others tell that story for you.
The irony is, the more we focus on serving others, the stronger our reputation becomes. Not because we chased it, but because we earned it, moment by moment, choice by choice.
The leaders with the best reputations don’t set out to be admired. They set out to make a difference. They set out to create environments where people feel safe, valued, and inspired. And when we do that, when we commit to helping others rise, we end up building something far more enduring than personal fame. We build trust. We build legacy.
Reputation is not about being great for yourself. It’s about being great for others. Because when we help others shine, the light inevitably reflects back on us.
Rapport North 