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Research confirms what every executive knows to be true: CEO andcorporate reputation are inextricably linked and have a provenimpact on a company's bottom line. Dr. Leslie Gaines-Ross, thepioneer of landmark CEO research and a senior executive at thelegendary public relations firm Burson-Marsteller, describes inpractical, straightforward terms the successful strategies CEOs canfollow to earn and sustain enduring corporate reputations.
Everyone with a stake in executive reputation andleadership-communications professionals, consultants, searchcommittees, corporate boards, shareholders, aspiring leaders and,of course, CEOs themselves-will find CEO Capital to be aninvaluable guide to corporate success and a steady compass fornavigating the shifting seas of commerce. It isolates bestpractices for CEOs as they journey through their first 100 days totheir last 100 hours.
In her book, Dr. Gaines-Ross:
* Demonstrates the importance of CEO reputation to a company'sreputation
* Identifies the elements of CEO reputation
* Establishes a working model for building both CEO and corporatereputation
* Describes how CEOs can master the stages of their tenure tobolster their company's standing and ultimate destiny
Topics addressed include preparing for CEO transition, puttingemployees first, setting an agenda, declaring what matters,communicating personally and symbolically, planning for the firstanniversary, minding all stakeholders, leading with thought,reinventing and executing, and leaving a legacy.
CEO Capital's first section demonstrates why securing CEOreputation demands our undivided attention. Similar to any otherwealth-creating asset, CEO reputation needs to be invested in,earned and leveraged over the long term to reap enduring benefits.The next section examines the CEO's mind-set and behavior throughthe five stages of executive tenure. It explains how each stepprovides distinct opportunities to build credibility, integrity,and internal communications that lead to long-term viability. Thefinal section discusses corporate trends that will affect chiefexecutives in the twenty-first century. It also addresses howexecutives can meet the challenges of a society characterized byever-accelerating change, scrutiny, and demanding constituencies.
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 MagnifyingGlass.
Chapter 6. The First Year: From Pupil to CEO Persona.
Chapter 7. The Turning Point: Leading through Thought.
Chapter 8. Revision and Reinvention: Recasting throughSuccession, 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.