REPUTATION 
The man who builds and the man who buys are both beneficiaries 
of a good reputation. To the one it is a continuous spur and an 
incentive—to the other the strongest of all guarantees that what 
he buys is worthy. We sometimes speak of winning a reputation 
as though that were the final goal. The truth is contrary to this. 
Reputation is a reward, to be sure, but it is really the beginning, 
not the end of endeavor. It should not be the signal for a let-down, 
but, rather, a reminder that the standards which won recognition 
can never again be lowered. From him who gives much—much is 
forever after expected. /=* Reputation is never completely earned— 
it is always being earned. It is a reward—but in a much more 
profound sense it is a continuing responsibility, r* That which 
is mediocre may deteriorate and no great harm be done. That 
which has been accorded a good reputation is forever forbidden to 
drop below its own best. It must ceaselessly strive for higher 
standards. If your name means much to your public—you are 
doubly bound to keep faith. You have formed a habit of high as¬ 
piration which you cannot abandon—and out of that habit created 
a reputation which you dare not disown without drawing down 
disaster. p=? There is an iron tyranny which compels men who do 
good work to go on doing good work. The name of that beneficent 
tyranny is reputation. There is an inflexible law which binds men 
who build well, to go on building well. The name of that benevo¬ 
lent law is reputation. There is an insurance which infallibly pro¬ 
tects those whose reason for buying is that they believe in a thing 
and in its maker. The name of that kindly insurance is reputa¬ 
tion. (=t Choose without fear that which the generality of men 
join you in approving. There is no higher incentive in human en¬ 
deavor than the reward of reputation—and no greater responsibility 
than the responsibility which reputation compels all of us to as¬ 
sume. Out of that reward and out of that responsibility come the 
very best of which the heart and mind and soul of man are capable. 
President, Packard Motor Car Company 
