I love the phrase "you can't build a reputation on what you're planning to do". I've had reason to recall it recently as I've dealt with some shoddy workmanship in my office. It amuses me to see companies say in their advertising material how they are customer focused, take pride in their work etc, etc and send invoices saying how much they appreciate your business, yet fail to adequately monitor the work being done and encourage, by various means, staff to do only a good enough job – in other words, establish a high tolerance to low or average work and turn a blind eye to poor work. It only takes a few actions to quickly damage credibility and reputations  (personally and organisationally) yet a very long time to build them up.