If you don’t manage your reputation, somebody else will. Left unchecked, it’s easy to forget who you are and what makes you remarkable. Gradually, you lose focus and attempt to become all things to all people, outcomes are unclear and objectives uncertain. Now, an abundance of ambiguity stifles productivity and develops into an advanced state of "mission creep." Soon, a rapid decline in efficacy and a diluted brand with diminishing value. Suddenly, your brand is irrelevant and honestly, you have no idea why.