48 Laws of Power: Law 5: So Much Depends on Reputation - Guard it with your Life

“Reputation is the cornerstone of power: through reputation alone you can intimidate and win; once it slips however you are vulnerable and will be attacked on all sides. Make your reputation unassailable. Always be alert to potential attacks and thwart them before they happen. Meanwhile learn to destroy your enemies by opening holes in their own reputations. Then stand aside and let public opinion hang them.”