Essays

What Does “We Will Do Better” Mean?

Converse’s apology is a starting point. The harder work is building better judgment into future campaigns, long after the pressure passes.

Sep 21 • Shrita Hernandez

Reputation Is a Governance Question

A decision arrives at the board as strategy and returns as reputation. Governance begins with the arrival.

Sep 13 • Shrita Hernandez

Invest Fest Can Change Its Strategy. It Cannot Rewrite Its Record.

A founder controls the decision. The brand's history shapes what the decision means.

Sep 2 • Shrita Hernandez

The Ledger You Cannot Read

Organizations keep a record of claims. Stakeholders keep a record of experience.

Aug 23 • Shrita Hernandez

Every Promise Creates Its Own Test

A strong brand promise tells people what to expect. Experience tells them whether to believe it.

Aug 11 • Shrita Hernandez

What Exactly Do You Think Is Going to Happen?

How leaders recognize change before the evidence is conclusive

Aug 2 • Shrita Hernandez

Reputation Is Made of Memory

How institutions become known through the memories they do not control

Jul 26 • Shrita Hernandez

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