Have a good reputation, is mainly about one thing: relevance. Many of the companies with a good reputation excel in relevance in the Netherlands., according to Cees van Riel. There are roughly three parts where companies must score well in order to develop a good reputation. Firstly, the move to perform. Van Riel said. "that is not so simple, because society is changing." Secondly, it must adapt a product to the needs of the time. Thirdly, an entrepreneur should know about communicating in a way that people see that this product has added value.