The article discusses how important it is for businesses to have a good reputation, or credit, in the market. This reputation is not just about being trustworthy, but also about having the right qualities and abilities for long-term success. Building up this reputation creates valuable resources for the business, like trust, culture, and skills. However, there are risks involved in this process, which are like the costs of building up this reputation. To manage these risks, businesses need to focus on strengthening their management practices.