The CEO Brand and Corporate
Success
Bolaji Okusaga
1. Creating a Dual Personality
• The Corporate and the Individual
Introduction

REALITY

PRACTICE

• In the normal context, a company as
corporate citizen should have a
life, an essence an...
Defining the Interplay Between the
Corporate and CEO Personality
Culture

The
Corporate
Personality
Governance

The CEO
Pe...
The CEO as the Mind of the Organization
The CEO

Values

Philosophy Character
Influence

The values, the philosophies and ...
The CEO and the Structure of Corporate
Thought

• The personality of the CEO
A change
agent

A deal maker

A hardline
tech...
How the CEO Character Shapes the
Corporate View

Apple Under Steve Jobs
(Republican Views)
• Company does not do free or
O...
The CEO as the Turn-around Master
Roberto Goizueta

Lou Gerstner

• Taking over from Lucian Smith,
rekindled the Coke appe...
Where are the Women

Carly Fiona

Indra Nooyi

Oprah Winfrey

• Under her, HP weathered
the storm of the dot-com
bubble, a...
The Entrepreneur and the Empire
Builder

Sam Walton

Steve Jobs

Redefined retail business

Redefined the way we work,
con...
The Nigerian Example
Jim Ovia
• Redefined the concept of Banking in Nigeria by introducing On-Line-Real-Time
Banking and C...
2. The Corporate Personality
• Is it Human or Institutional?
Corporate Governance and the
Institutional Route to Creating Value
The Struggle
Between Enterprise
and the Individual
Corp...
Does Corporate Governance Limit
Individual Initiative?
The Basis – Guided Leadership
• The believe that concentration of t...
The Clash of Corporate Vision and the Will of the
Individual

The battle between John
Sculley and Steve Jobs

The decision...
No!
Its Not the Individual, it’s the Collective…

The American Hero

Striking a Balance

The Asian Example

• Under the Am...
Thank you.
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Ceo brand and corporate success

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Although modern notions of Management often pays premium to the notion of guided leadership in order to stave off excesses associated with unfettered power, there is a direct correlation between the CEO brand and Corporate success.

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Ceo brand and corporate success

  1. 1. The CEO Brand and Corporate Success Bolaji Okusaga
  2. 2. 1. Creating a Dual Personality • The Corporate and the Individual
  3. 3. Introduction REALITY PRACTICE • In the normal context, a company as corporate citizen should have a life, an essence and a personality • This personality distinguishes the Company from other companies which offer similar products or service. • However, most companies as corporate citizens take the definition of their life, character and personality from individuals who are either founders or operators. • Indeed, companies are defined by the character and personalities of their founders or those who run them.
  4. 4. Defining the Interplay Between the Corporate and CEO Personality Culture The Corporate Personality Governance The CEO Personality
  5. 5. The CEO as the Mind of the Organization The CEO Values Philosophy Character Influence The values, the philosophies and the characters of these individuals usually rub-off on these entities and determine their success or failures. Hence, it is difficult to think about Apple without thinking of Steve Jobs, or Microsoft without Bill Gates or Virgin without Richard Branson or South-West Airlines without Herb Kelleher or General Electric without Jack Welch.
  6. 6. The CEO and the Structure of Corporate Thought • The personality of the CEO A change agent A deal maker A hardline technocrat A quiet and conservative builder A people person Corporate Philosophy, Corporate Culture, Values, Character The CEO The CEO’s character has an impact on the direction of the company he / she runs. Since the buck stops on the CEOs table, the direction of the enterprise is certain to be shaped by his/her temperament. A CEO that knows his onion will lead the charge because there is no change without character
  7. 7. How the CEO Character Shapes the Corporate View Apple Under Steve Jobs (Republican Views) • Company does not do free or Open Source Applications • The IOS is closed and does not interact with other Applications Google Under Larry Page and Sergey Brin (Democratic Views) • Company does free and Open Source Application • Android is open and cheap to access
  8. 8. The CEO as the Turn-around Master Roberto Goizueta Lou Gerstner • Taking over from Lucian Smith, rekindled the Coke appeal by introducing far reaching changes • The high point of his era at Coke was the introduction of the diet brands and Coke Classic • A CUBAN IMMIGRANT • He took over from John Akers and brought back IBM from the brink • He prioritized the IT business and grew earnings in that division by over 50% • He also embraced the internet and drove an innovative culture at IBM COCA-COLA IBM Jack Welch • Taking over from Reg Jones, he re-ordered the priority of GE • Moving GE out of White Goods business having lost cost advantage to Asian Companies • He prioritized turbines, healthcare and finance, making GE America’s most loved company GE
  9. 9. Where are the Women Carly Fiona Indra Nooyi Oprah Winfrey • Under her, HP weathered the storm of the dot-com bubble, acquiring Compaq and becoming one of the strongest players in the Computer hardware market. • According to BusinessWeek since she started as CFO in 2000, the company's annual revenues have risen 72%, while net profit more than doubled, to $5.6 billion in 2006 • Credited with creating a more intimate confessional form of media communication, she is thought to have popularized and revolutionized the tabloid talk show genre pioneered by Phil Donahue
  10. 10. The Entrepreneur and the Empire Builder Sam Walton Steve Jobs Redefined retail business Redefined the way we work, consume information and listen to music, bridging the divide between arts and science Creating the Walmart phenmenon – a Cocktail of Retail, Vending and Financial Services Aliko Dangote Moved from Haulage, to Commodities Trading , to Production, building a diversified Conglomerate and becoming Africa’s richest Man
  11. 11. The Nigerian Example Jim Ovia • Redefined the concept of Banking in Nigeria by introducing On-Line-Real-Time Banking and Convenience Banking before it became the minimum standard of entry thereby beating Competitors like Guaranty Trust and Diamond Bank. Fola Adeola and Tayo Adenirokun • Pursued a value-added strategy that most bankers usually avoid in order to save cost and created a differentiated value proposition • Built banking halls with grandiloquent facades and boutique interior designs which offered comfort and style and elevated customer experience using people and technology Eneli Kuku and Obiora • Redefined health care delivery in Nigeria by being the first publicly quoted Hospital. Through its access to funds from the capital market, it was able to raise enough funds to procure state of the art medical equipment and hire experienced personnel thereby raising the bar in private health care delivery
  12. 12. 2. The Corporate Personality • Is it Human or Institutional?
  13. 13. Corporate Governance and the Institutional Route to Creating Value The Struggle Between Enterprise and the Individual Corporate Governance often lays water-tight rules which prevent individuals from overpowering an enterprise The Transition… The Laissez-faire Order Enlightened Self Interest The Era of Regulation This perspective looks at an enterprise as institutional citizen which must be protected The Power Dynamics The Era of the Triple Bottomline The Era of Sustainability Institutional Power against the charisma and genius of the Individual
  14. 14. Does Corporate Governance Limit Individual Initiative? The Basis – Guided Leadership • The believe that concentration of too much power in the hands of an individual may be counter-productive as such individual may become power drunk or corrupt. • The thinking is that creating processes and procedures as opposed to allowing the discretion of the CEO prevail all the time, is a better route to attaining growth and stability of the enterprise. The Individual’s point of Departure – The Place of Genius and Charisma • Under the same rules – Jack Welch is different from Jeff Immelt and Steve Jobs is different from Tim Cook
  15. 15. The Clash of Corporate Vision and the Will of the Individual The battle between John Sculley and Steve Jobs The decision of the board to side with John Sculley The exit of Steve Jobs The fall of Apple The return of human will in driving corporate vision The rise of Apple
  16. 16. No! Its Not the Individual, it’s the Collective… The American Hero Striking a Balance The Asian Example • Under the American Context, the CEO has the power to create exceptional shareholder value, he or she also has the power to destroy value and given the need to keep value growing. • Despite the power of the CEO, organizations need to strike the right balance • Let’s look at the success of Asian companies like Toyota, Honda, Tata, Samsung, LG and Hyundai – who are the Icons? • Beginning to outperformed their American counterpart and conquering the world.
  17. 17. Thank you.

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