How important is the reputation of a business? How important is a CEO′s reputation to the reputation of the business itself? Is it better to have the reputation of being powerful or of being fair? For example, do you want to be insured by a company that always wins, or by an insurance company that is willing to allow the benefit of any doubt? Goodwill is the technical word for the asset of a company being worth more than the sum of its parts. How would you measure the Goodwill of a company in dollar figures? How important is it that an organization demonstrate social responsibility towards the environment? If given the choice, would you opt to invest in a company that is more likely to generate profits or more likely to respond to shareholder concerns for fair trade in supply chain dealings? Please explain why.