---
title: "Building and guarding a reputation"
description: "The steps Greene gives for creating and protecting a reputation as a source of power."
canonical: https://tomsharman.com/bookshelf/48-laws-of-power/building-and-guarding-a-reputation/
updated: 2026-11-03
---

# Building and guarding a reputation

> The steps Greene gives for creating and protecting a reputation as a source of power.

Robert Greene's framework, from 48 Laws of Power, pp. 74 to 84.

Framework 4 of 27 from [48 Laws of Power](https://tomsharman.com/bookshelf/48-laws-of-power/index.md) by Robert Greene. Category: Personal brand.

## The steps

1. **Pick one outstanding quality.** Base the reputation on a single sterling quality such as generosity, honesty or cunning so it works as a calling card.
2. **Spread it slowly.** Make it known to as many people as possible, subtly and with a firm foundation.
3. **Borrow a counter image if stained.** Associate with someone whose good name offsets yours.
4. **Protect it and stay calm.** Anticipate attacks and avoid defensive anger at slander.
5. **Attack a rival's reputation with skill.** Sow doubt when you are small, then use satire and ridicule once your own reputation is solid.

## Where it comes from

From chapter: LAW 5, pp. 74–84

Reputation is the cornerstone of power, and people judge by appearances. Chuko Liang scared off an army of over 150,000 by sitting calmly on a city wall, because his reputation for cunning made the empty town look like a trap. Barnum, who had no reputation, ruined his rival Peale's with doubt and later with ridicule, while Edison's crude campaign against Tesla damaged his own name. Greene says to build a reputation on one outstanding quality, spread it slowly, guard it, borrow a good name if yours is stained, and never get defensive about attacks. He says there is no reversal.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/48-laws-of-power/building-and-guarding-a-reputation.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/48-laws-of-power/building-and-guarding-a-reputation-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/48-laws-of-power/building-and-guarding-a-reputation.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/48-laws-of-power/building-and-guarding-a-reputation-dark.png