This book stands out from the crowd in providing a fresh original perspective on the relatively underexplored area of a leader's reputation. Reputation is a consequence of everything you say or do and no other tangible or intangible asset is worth as much as your reputation or has such a positive or detrimental impact on your career. Many studies reveal that we care more about what other people think about us than we do about what may have actually happened in reality, and yet there is so little written about the subject. This book gets to grips with how our reputation is formed in the real world and what really makes the difference in winning a good reputation and in losing a good reputation. The book uncovers the impact of the 'secret vocabulary' used in organizations to shape reputations, and offers tips and advice about how to take control and manage your reputation, and how to develop a personal brand to shape your future career direction with integrity and authenticity. Dr Richard Ford is one of the UK's leading leadership coaching and assessment psychologists, who has helped hundreds of senior leaders and potential leaders to develop successful careers, and now Dr Ford shares 35 years of learning about what really happens to help you achieve career success.