#145 - Jennifer Prosek: The Business of Reputation

Prosek argues that in an AI-driven world, reputation is increasingly built and judged through LLM-surfaced, credibility-ranked third-party content, not self-promotion.

• Accidental founder: Jennifer Prosek became sole owner of ProSek Partners at 26 after a CEO told her to grow her "ugly little startup" and sell it later rather than take a big-firm job.
• 2008 crisis as inflection: Financial firms like Goldman Sachs, vilified as "vampires" post-GFC, shifted from media silence to proactive stakeholder engagement, creating demand for ProSek's offense-oriented PR.

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