It’s strange how something so fragile—your reputation—can take years to build, yet vanish in minutes.
I learned this the hard way while running my independent bookstore and publishing imprint Wardoh Books. What follows isn’t theory. It’s what I lived through, and what I now hold as non-negotiable.
Why Your Reputation Is Everything
Think of someone you deeply trust—a mentor, a local shopkeeper, a creator whose work you rely on. Their credibility didn’t appear overnight. It was earned, one honest interaction at a time.
The same is true for your business.
Warren Buffett put it plainly: “It takes 20 years to build a reputation and five minutes to ruin it.”
In my case, it nearly happened over a single supplier—and a lie about ink.
Your reputation isn’t just your image. It’s your most powerful form of marketing. When people trust you, they refer you without being asked. When they don’t? They warn others—loudly, and publicly.
The Two Foundations of Trust
Forget complex strategies. In my experience, a lasting reputation rests on two things: honesty and service. Not as buzzwords—but as daily practices.
1. Be Honest—Without Exception
If you can’t commit to truthfulness, entrepreneurship will wear you down. Customers aren’t fooled by polished packaging or clever wording. They notice inconsistencies. They remember broken promises.
Here’s what happened to me:
For months, I bought printing ink at $28 per kilogram from a supplier who insisted it was premium-grade, imported from the UK. I needed reliable quality—my books are often signed first editions or works by local authors, and I couldn’t afford smudges or fading.
But the ink failed. Pages smudged on contact. Print heads clogged. Machines broke down. Worse, customers began questioning my standards—not the supplier’s.
Eventually, I dug deeper. The “UK ink” was actually a low-grade product from China, repackaged and misrepresented. And the real kicker? I found a legitimate UK supplier offering better ink for $9 per kilogram. I’d been overpaying by nearly $2,000 a month—for a product that was actively harming my business.
I cut ties immediately. And I’ve shared this story openly ever since—because dishonesty doesn’t just cost money. It erodes the trust your entire business depends on.
Honesty in practice means:
- Being transparent about pricing and sourcing
- Acknowledging when something isn’t perfect
- Owning your mistakes—publicly, if needed
- Never hiding defects to make a sale.
Remember: your customers don’t owe you their loyalty. You earn it—every single time.
2. Offer Service That Feels Human
“Customer service” can sound transactional. But in a small business like mine, it’s deeply personal.
Great service isn’t about scripts or upsells. It’s about seeing the person behind the purchase.
For me, it looks like:
- Handwriting thank-you notes with local author book orders
- Following up when a shipment is delayed—not waiting for a complaint
- Listening when a reader shares why a story mattered to them
It does not mean:
- Pushing products just to hit a target
- Using fake urgency (“Only 1 left!”)
- Disappearing after payment clears
I remind myself daily: every sale is a vote of confidence. Without customers, there is no Wardoh Books—no shelves, no signings, no quiet mornings spent matching the right book to the right reader.
Today’s Customers Have More Power—And That’s a Good Thing
Twenty years ago, a local shop could get by on convenience alone. Not anymore. With a few taps, customers can compare, review, and switch to someone who treats them better.
But this also means good work spreads faster. One heartfelt review, one shared recommendation—these can ripple further than any ad campaign.
Your Reputation Is Your Real Equity
People say, “The customer is king.” I don’t use that phrase lightly—but I believe it.
Customers fund your rent, your inventory, your dreams. They deserve respect, not just in words, but in action.
When honesty and genuine service come together, something remarkable happens:
- Customers return, even when you’re not the cheapest.
- They bring friends
- They forgive honest mistakes.
- They defend you when others doubt
- They become your quiet ambassadors.
Start Where You Are
You don’t need a big budget or a viral strategy. You just need consistency:
- Be truthful about what you offer.
- Treat every interaction as a chance to build trust.
- Care—genuinely—about the people you serve
It’s simple. But it’s not easy. It asks for integrity, even when no one’s watching.
I rebuilt my reputation one well-printed page at a time—after the ink scandal, after the broken machines, after the apology emails. And I made a promise: I’d rather close the doors than compromise on trust.
That’s the foundation Wardoh Books stands on today.
And it’s the only one worth building.
