Why is a Leader’s Reputation so important?

Updated: Aug 19, 2021

What do you think about when you hear the word “extrovert”? Gregarious, tenacious, adventurous, entertaining, funny? Ninety percent (90%) of leaders are extroverts. The list of extroverted leaders is endless and too populated to include a small list here.

Personality has two components:

Identity and Reputation.

Identity matters but Reputation defines your potential. Your “potential” is based on others’ subjective judgements. Judgement calls regarding potential are rooted in reputation.

To know your reputation is to know your potential. Building your reputation puts potential within your control. Research shows that Leaders with a strong reputation experience greater success in their careers.

Reputation can act like a virus throughout the organisation, starting at local or direct Management level and quickly spreading to the CEO or Senior Executives

5 steps to help you manage your Reputation:

  1. Building Awareness – knowing your reputation

  2. Targeting Behaviours – Considering those behaviours that impact your reputation

  3. Seeking Feedback – Engaging stakeholders to provide honest feedback about your reputation

  4. Modifying Reputation – Knowing who counts and making changes to your behaviour to modify your reputation

  5. Internalising Changes – Staying in touch with your reputation so that changes become intrinsic.

Leaders need to set SMARTER Goals;








Success is more than skills acquisition and behavioural changes. Success MUST include consideration of the “you that others know”.

For more information on the Attributes of Successful Leaders please visit and/or email us on for a personal no obligation discussion with one of our senior coaches.