Every business transaction has a front side and a back side. The front side of a deal is defined by what promises have been made and what factual representations are spoken. For example, on the front side of a deal a used car dealer states that their cars are the best in the city and that their warranties covering defects are second to none. On the back side of the deal (after the customer has paid for the car) she discovers the engine is defective. She repeatedly takes the car back for repair but the used car dealership keeps the car for days at a time and is never able to resolve the problem engine. The dealership seems uninterested in following through on their promise.
The reputation of any particular small businessman defines in part just how the back side of a deal will end up.
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