Organizations work hard to build and protect their reputation and to become a “safe choice” for their customers. A good reputation can be built in a variety of ways. Product quality is an obvious method, as is exceptional customer service. Rapid development processes like CI/ CD and DevOps can enhance brand reputation by delivering new features faster than competitors. Diligent protection of privacy made Swiss banks the first choice for the world’s wealthy. The most important trait, however, is a customer’s trust.