The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset

Rating:
Summary: Good layout of a problem, but few solutions.
Review: This book is worth reading just to get a sense of the way the American public views business today. The stories of businesses told in this book are one-sided and even irrational, but without a doubt, they reflect the way American business is seen by the public right now.

The problem with the book is that it offers very few ideas on how a business can successfully navigate today's minefield of public perception. As a reader hoping to come away with ideas on how to nurture the public's perception of my business, I instead finished the book feeling that businesses are largely at the mercy of dumb luck and circumstance when it comes to perception. Further, the author admits that businesses are in a "damned if you do, damned if you don't" situation when attempting to let the public know about any acts of goodwill.

This book is well-timed to take advantage of today's anti-business climate, but not of much help for those seeking to find their way through it.