Abraham Lincoln said, “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing”. Any university with strong character and commitment to academic excellence will have a good reputation. You cannot stop reputational growth under these conditions. It should go without saying, but we see universities that downplay academic quality and excellence as the lifeblood of institutional mission and lift up senseless substitutes. The deeds of an institution frame character and reputation.