From Reach to Roots

How Expert Reputation Builds Trust in the Age of Machines

A tree is only as strong as its roots. The same holds for companies: their visibility grows out of the expert reputation of the people who work in them. The book shows how that reputation is built and how it connects communication, business development and employer branding into one system, at a time when machines are flooding the market with content. It follows how trust spreads from the home market to the region and on to international markets, and how the networks of a company's experts open doors to new markets. It is an antidote to everything written today about personal branding, which in the business world is increasingly reduced to self-promotion on LinkedIn.