Interesting conversation last week with ol' chum during which we reduced the b-word (with all its problems) to 'reputation'.
Not entirely novel but much less ad-y and much more linked to what your business does to create it (rather a guide to what to do – the right way round, I think)
But with this comes another obvious problem: whose reputation is it?
Is it yours? In the sense that it's about you, your products and services, yes. In the sense that one of the main drivers of it, being what you do to earn the reputation that you have.
But more importantly, it's theirs – your customers', your employees, your partners and any one else who has a view on it. They make your reputation; they share it; they own it. Not you.
So don't go "moneytizing" it like it's yours…