The Reputation Game is written by two people from the PR business, David Waller and Rupert Younger. They introduce a useful distinction between two types of reputation: capability and character. The first refers to competence in a specific task, such as cooking a meal, providing mortgages, or making aircraft engines. The second refers to moral or social qualities. Someone can have a great reputation for competence, while at the same time being regarded as slippery or unpleasant. Uber is good at what it does, but you wouldn’t invite it home to meet your mother.
Capability reputations are sticky: they take a long time to wash away. An author who writes great novels early in his career can produce many mediocre ones before people start to question if he is any good (naming no names, Salman Rushdie). Character reputations are more flammable, especially in a world where social media can instantly detonate bad news. A strong reputation for competence defends you against character problems, but only for so long, as Uber is finding out. When your character reputation is destroyed, competence becomes immaterial.