How to Build a Reputation That Survives Any Crisis | Entrepreneur

"When we imagine power, we often think of prestigious titles, millions of followers or frequent media appearances. But in entrepreneurial practice, these are fragile assets: A single crisis can erase them in hours. The difference between those who survive and those who vanish? Reputation - an invisible form of capital that decides whether people will still follow you when the lights go out."

"Today, in the age of artificial intelligence and instant communication, reputation functions as a credibility algorithm. It's not measured in views or likes, but in consistency, perceived authority and the ability to inspire trust, even in uncertainty. Research by Willis and Todorov at Princeton University demonstrates that people form judgments about trustworthiness, competence and other characteristics after just 100 milliseconds of exposure to unfamiliar faces."

Reputation functions as invisible capital that decides whether people will continue to follow leaders during crises. In the age of AI and instant communication, reputation operates like a credibility algorithm measured by consistency, perceived authority and the ability to inspire trust. Humans form rapid judgments of trustworthiness and competence from faces in about 100 milliseconds and from voices in roughly 500 milliseconds. Evolutionary threat and trustworthiness perceptions drive approach and avoidance responses that affect leader success. Strategic silence is an intentional, active choice that buys time to assess and respond and can provoke attackers to overplay and make mistakes.

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