I've published several blog entries over the last few months about the Jericho Forum's Collaboration Oriented Architecture and its associated contract lifecycle. The contract lifecycle describes how the participants in a contract always go through a search phase, sign a contract, then fulfil the contract. My blog entries have all argued that the focus of information security should move from infrastructure and containers to business and information. There's a parallel trend, part of Web2.0 and described by many of my colleagues on this blog, to move the focus of IT from the fulfilment stage of a contract to the search phase. During the search phase of a contract, the parties are looking for good counterparties to contract with. The parties' reputations are critical, because without a good reputation, no one will deal with you. The critical insight to allow enterprises to exploit web2.0 successfully is for them to realise the importance of reputation. All enterprisesspend a significant proportion of their turnover on managing their reputation - from advertising and brand management to certifications and staff appraisals. Reputation is important for individuals too, hence the title of this blog entry. But most enterprises don't see reputation as a business process, and don't see how pervasive it is. I was going, therefore, to write a significant entry on what reputation is and why it's important. However, someone's beaten me to it. So please follow this link to the Reputation Manifesto, which says everything I wanted to say.