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The reputations of CEOs and the companies they lead are deeply and inextricably linked. The manner in which the media, investors, analysts, employees, and even the general public perceive a chief executive has tremendous influence over the company's prosperity, standing, and destiny.
In CEO Capital, Dr. Gaines-Ross describes in practical terms the strategies to follow—and the obstacles to avoid—so that CEOs can enhance the reputation of their company during the five stages of their tenure.
CEO Capital is the only book that provides these guidelines and isolates best practices for CEOs as they navigate their way through their first 100 days to their last 100 hours.
About the author: Dr. Leslie Gaines-Ross is chief knowledge and research officer at Burson-Marsteller, a leading global communications consultancy with more than 1,600 employees worldwide. Previously, she served as Fortune's communications and marketing director.
PART I: CEO CAPITAL.
Chapter 1. The CEO Effect.
Chapter 2. CEO Reputation: A Capital Investment.
Chapter 3. How CEO Capital Is Built.
PART II: BUILDING CEO CAPITAL.
Chapter 4. The Countdown: Beware the Two-Headed Monster.
Chapter 5. The First Hundred Days: CEOs under the Magnifying Glass.
Chapter 6. The First Year: From Pupil to CEO Persona.
Chapter 7. The Turning Point: Leading through Thought.
Chapter 8. Revision and Reinvention: Recasting through Succession, Leaving a Legacy.
PART III: IMPLICATIONS FOR CEOS.
Chapter 9. Over the Horizon: Future Trends and Suggestions.
Posted February 19, 2003
Immense credit must be given to Dr. Gaines-Ross who bravely and successfully takes on, notwithstanding the post Enron anti-CEO environment, the hypersensitive issue of CEO reputation. Yes, agrees Gaines-Ross, being a high profile, ego obsessed CEO is asking for trouble and is to be avoided like the plague. She refuses, however, to engage in the now fashionable tendency toward unrestrained CEO bashing, preferring instead a reasoned, astute and carefully researched analysis of the CEO's role. While adding her voice to those who deride media hyped personalities, what she refers to as big "C" Celebrity CEOs, she cautions that old fashioned leadership is still desirable. When engaged in by talented CEOs, it may, indeed should, lead to the creation of an executive persona. Such a persona need not require media exposure and is entirely compatible with sound corporate practice. Such persona bearing CEOs are small "c" celebrated CEOs, who "by dint of strong leadership, discriminating vision, force of character and other admirable traits become celebrated by their employees, their industry, their peers, and occasionally (though not necessarily) even the media for jobs well done." Gaines-Ross? book amounts to a much needed, intellectually honest warning not to let the anti-CEO backlash go too far. Refusing to jump blindly onto the anti-CEO bandwagon as have so many business pundits, she stresses that executive leadership is still necessary and if effectively and ethically rendered is something which should not be hidden under the rug but promoted openly. In pursuing the cause of sound, old fashioned corporate leadership, she lays out a roadmap, based on original research, on how CEOs may repair their reputations, stressing among other things the need to communicate internally, build a management team, develop a thematic stamp and a vision. She deserves immense praise not only for her honest appraisal of the role of CEOs in today?s business environment but also for presenting an immensely practical and useful format on how to lead ethically, energetically and effectively. A major, original addition to the literature on leadership and reputation ... no doubt about it.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 30, 2002
With the collapse of the ¿celebrity CEO¿ currency it was perhaps inevitable and certainly necessary that someone should examine what value, if any, the public reputation of a CEO carries. In CEO Capital, Dr. Gaines-Ross ably dismantles many of the existing myths of CEO reputation and presents a well-researched, clearly organized guide to corporate leadership. As it turns out, CEO reputation does matter, but not in the ways that we have become accustomed to think about it in the recent past. CEO Capital provides measurable proof of the considerable market impact of a positive CEO reputation and how that reputation is built through, integrity, communication, team building, planning and vision. The tenure of every CEO is new and uncharted territory. For the talented few who make it there and for the teams they rely on to support them ¿ board members, search committees, top level executives, marketing and communications officers ¿ CEO Capital is a much needed handbook for survival and success.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted January 22, 2003
This 2003 book would have been perfect in the pre-Enron era of Ceocentric compnies. Well researched, ably told, all it misses is today's essential message: Build the company, do your job, and your canonization will be a by-product of your success, not the other way around.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted January 9, 2003
I sure hope for the sake of America's economy that CEOs wisen up. By reading this book, they and their advisors will go a long way in turning things around for us all.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 24, 2002
A remarkably well written book that clearly establishes the steps necessary for CEOs (or any executive worried about their individual "brand") to maximize their value to the companies they lead. The book is filled with scores of practical do's and don'ts, and provides not-to-be-ignored lessons for anyone moving into, or sitting in, the CEO's office. Most book introductions are stale and forgettable. Not this one. It tells a wonderful story about how the author became so interested in this issue, and personalizes why it is so relevant in today's times. I for one, would feel much better about the companies I invest in, knowing that their CEOs have read this bookWas this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 26, 2002
CEO Capital is an easy to read and useful book that provides readers with a common sense approach to leading successful companies. Gaines-Ross presents a timely strategic framework for managing CEO reputation in uncertain and risky times. Her straightforward prose outlines what CEOs should be doing each step of the way, particularly in light of shortened time tables, heightened media scrutiny and accelerating demands from powerful special interest groups. Her description of what new CEOs should be doing in their first 100 days is right on. The book does an excellent job of reminding CEOs and aspiring leaders alike that their reputation and credibility are their most valuable assets and should not be left to chance.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.