As a business owner or senior executive, it is imperative that you stay closely connected to your stakeholders and the communities in which your organization operates. It has never been more important to engage with them and authentically listen to what they have to say. Engaging these communities allows you to maintain your social licence to operate and shows value beyond profit. A company’s reputation can quickly lose traction with the speed of communications today, so having an ongoing two-way dialogue has become vital. The recent challenges faced by such companies as Tim Hortons, once one of the strongest brands in Canada, shows how quickly a reputation can change.