A story like this should make a CEO shudder.  A Teflon reputation can disappear in a second.  It only takes one article that captures the public interest and one’s credibility can be threatened.  CEOs should resist reporters who want to write about a company’s enduring esteem in the eyes of the public.  They should emphasize to employees that reputation is delicate and easily lost.  Hence, one should work constantly to uphold it and avoid flaunting it lest one become too satisfied.  Amazon has had some difficult stories to overcome — mainly, the way it treats employees — but it has not hit a downdraft like Uber.  For that, it can be thankful, but it should not feel righteous.

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