How much value do you place on the reputation of your organization, as the business continuity professional? What price do you put on the reputation of the company or your reputation as a certified professional in the industry? Do you ask about the company’s reputation when you do a business impact analysis? Quantifying or placing a monetary value on reputation is, at best, a daunting task. However, lost business can be calculated in revenue units lost. Many of us know about companies with unfavorable or questionable reputations. Make a mental review of companies you’ve encountered or ones in your local area that are rumored to be involved with sweat shops, bad or non-existent customer service, revolving door of employees, missed appointments, misrepresenting products or services, lying to the customers, management by intimidation, and so on.