8 
Don’t Trust Your Company’s Reputation to the Quants
Harvard Business Review
AUGUST 4, 2014
Reputation will always be too impressionistic, and too long-term in its impact, to be left to your Quants. Qualts tend to come to the fore in moments of crisis because, if the rankings of BP, AIG, and Goldman are any indicator, failing to lead well through a crisis carries a price that endures. It should be no surprise that most “best practice” crisis-recovery examples (e.g., But a crisis is a tough time to start managing in an unaccustomed way.
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