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“…Do you know what
leadership means?
It means the person in
charge get second-
guessed by every clever
little twat with a ...
WWCDWhat Would
A CEO Do?
Heather Russell
CEO, Rinkya.com
@HeatherARussell
#1. People vs Biz
• 60 days of runway, your
largest customer is going
to drop you.
• To convince them not to,
you acquire ...
What do you do?
A) Get rid of him (with
advice from lawyers).
Emotion doesn’t make you
money.
B) Keep him at a cost of
$20...
What do you do?What Happened Next?
• This CEO decided to pay
for the health costs and
find the money ($200K)
in their budg...
Who was it?
• Ben Horowitz
Co-founder, Andreessen
Horowitz.
• Sold his company
(OpsWare) for $1.6bn
“I did it, because I
k...
.@heatherarussell As a
CEO, you will truly
understand the meaning
of desperation. cc
@bhorowitz #sparkme
#whatwouldaCEOdo
#2. Original vs. Copy Cat
• You start your company in the height of the dot.com boom.
• Google is handing out free lunches...
What do you do?
A) Copy what is proven to be a successful company culture
B) Look at your budget and find a happy medium b...
What do you do?
What Happened Next?
• This CEO decided to ignore what everyone else was doing
• Instead, made a statement ...
Who was it?
• Jeff Bezos of Amazon
“It's very important at
Amazon.com to make
sure that we're spending
money on things tha...
.@heatherarussell
Keeping it real, using
drones to tell your
story. @amazon
#JeffBezos #sparkme
@whatwouldaCEOdo
#3. Customers
• You have an eCommerce
company
• You using 3rd party
logistics & vendors to
fulfill and deliver orders
• Th...
A) Find another 3rd party
company
What do you do?
C) Go to the warehouse
everyday and manage
them yourself until they
get ...
What Happened Next?
• This CEO decided to
build warehouses and
do their own logistics
What do you do?
A) Find another 3rd ...
Who was it?
• Tony Hsieh
Founder of Zappos
• Sold his company to
Amazon for $1.2bn
“Trusting that a
third party would
care...
.@heatherarussell If
your customers aren’t
your #1 priority, pack it
up and go home
@tonyhsieh #sparkme
#whatwouldaCEOdo
#4. Ownership
• A few of your employees
upload a YouTube video
doing some disgusting
acts to the products
your company sel...
A) Be honest and apologize
What do you do?
B) Hire a PR team to do
damage control
C) You are a huge corporation,
just igno...
What Happened Next?
• Uploaded his own
YouTube video apology
explaining that the
employees would also
be arrested. Got ove...
Who was it?
• Patrick Doyle
CEO of Domino’s Pizza
“All of these things are
about showing
(customers) that we’re
truly list...
.@heatherarussell If you
screw up, admit it, get
on your knees & say
sorry. We’ve all been
there #jpn <3
@dominos #sparkme...
• You’re bootstrapping.
Just started
• Staff is working hard.
Got some new contracts
that are coming into the
office.
• Th...
A) Tell your overworked
staff they have to help
clean
What do you do?
B) Take care of it yourself
C) Do nothing, you are a...
What Happened Next?
• Worked till 5am before
the staff came in,
painted the entire office
so they could feel
comfortable a...
Who was it?
• Heather Russell
CEO of Rinkya
“You should be
prepared to clean
toilets as a CEO.
Whatever it takes to
get to...
.@heatherarussell
Prepare to clean toilets
as a CEO. Make your
employees feel like
you’re in the trenches
w/ them @rinkya
...
#6. Know your
Customers
• You are a start-up with a
new product just
launched.
• You need users.
• You need to understand
...
A) Hire a PR firm
What do you do?
B) Post in a forum you are a
member of to get people’s
reactions
C) Buy Google Ads
D) St...
What Happened Next?
• This CEO was a member
of a popular travel
forum where he knew
the members well and
was in the commun...
Who was it?
• Jan Koum
Co-Founder of
WhatsApp
"Focus on simplicity,
listen to your
customers and iterate
if you fail."
.@heatherarussell Seed
users by being one of
them. Start with a
community you’re a
part of & know.
@jankoum #sparkme
#what...
#7. Know your Limitations
• You are 20 years old and have a hot new start-up that’s
growing.
• You have no experience mana...
What do you do?
A) Hire a CEO
B) Learn while you go along.
That’s how CEOs get made
C) Make someone internal
the CEO
What Happened Next?
• These two very famous
co-founders hired a
technology veteran to
run the company and
give them “Paren...
Who was it?
• Larry Page and Sergey
Brin hired Eric Schmidt
to be CEO of Google
”Always hire
smarter people."
.@heatherarussell The
CEO doesn’t have to be
the smartest, just the
one who finds the
smart people.
@ericschmidt #sparkme
...
What
Happens
When
Your
Decision
is Wrong?
• Everyone makes bad
decisions
• The only way to get good
at it is to make them ...
Follow me @HeatherARussell
ありがとうございます!
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What Would a CEO Do? #WhatWouldACEODo

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Do you have what it takes to be a CEO? Can you make the same decisions these famous CEOs did in tough situations? Test your ability to be the next great CEO!

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What Would a CEO Do? #WhatWouldACEODo

  1. 1. “…Do you know what leadership means? It means the person in charge get second- guessed by every clever little twat with a mouth. But, when he starts second-guessing himself, that’s the end for him. For the clever little twats. For everyone…” - SER ALLISER THORNE Game of Thrones
  2. 2. WWCDWhat Would A CEO Do? Heather Russell CEO, Rinkya.com @HeatherARussell
  3. 3. #1. People vs Biz • 60 days of runway, your largest customer is going to drop you. • To convince them not to, you acquire their favorite product company. • You have to let the new CEO go, but he tells you that he was just diagnosed with brain cancer.
  4. 4. What do you do? A) Get rid of him (with advice from lawyers). Emotion doesn’t make you money. B) Keep him at a cost of $200K that you can’t really afford.
  5. 5. What do you do?What Happened Next? • This CEO decided to pay for the health costs and find the money ($200K) in their budget. • 15 months later he dies • the wife wrote thanking him and to say that her and the family were saved from total despair. A) Get rid of him (with advice from lawyers). Emotion doesn’t make you money. B) Keep him at a cost of $200K that you can’t really afford. B) Keep him at a cost of $200K that you can’t really afford.
  6. 6. Who was it? • Ben Horowitz Co-founder, Andreessen Horowitz. • Sold his company (OpsWare) for $1.6bn “I did it, because I knew what desperation was like…”
  7. 7. .@heatherarussell As a CEO, you will truly understand the meaning of desperation. cc @bhorowitz #sparkme #whatwouldaCEOdo
  8. 8. #2. Original vs. Copy Cat • You start your company in the height of the dot.com boom. • Google is handing out free lunches, Apple is giving people iPhones. • You are struggling in the valley, but need to be noticed
  9. 9. What do you do? A) Copy what is proven to be a successful company culture B) Look at your budget and find a happy medium between what they are doing and what you can afford C) Do what you want, ignore the other guys
  10. 10. What do you do? What Happened Next? • This CEO decided to ignore what everyone else was doing • Instead, made a statement by taking doors from a home improvement store, screwing on wooden legs and making them desks. He still does this. A) Copy what is proven to be a successful company culture B) Look at your budget and find a happy medium between what they are doing and what you can afford C) Do what you want, ignore the other guysC) Do what you want, ignore the other guys
  11. 11. Who was it? • Jeff Bezos of Amazon “It's very important at Amazon.com to make sure that we're spending money on things that matter to customers,”
  12. 12. .@heatherarussell Keeping it real, using drones to tell your story. @amazon #JeffBezos #sparkme @whatwouldaCEOdo
  13. 13. #3. Customers • You have an eCommerce company • You using 3rd party logistics & vendors to fulfill and deliver orders • They keep screwing up, mixing up orders, being late, damaging deliveries
  14. 14. A) Find another 3rd party company What do you do? C) Go to the warehouse everyday and manage them yourself until they get it right B) Do your own logistics
  15. 15. What Happened Next? • This CEO decided to build warehouses and do their own logistics What do you do? A) Find another 3rd party company C) Go to the warehouse everyday and manage them B) Do your own logistics
  16. 16. Who was it? • Tony Hsieh Founder of Zappos • Sold his company to Amazon for $1.2bn “Trusting that a third party would care about our customers as much as we did was one of our biggest mistakes”
  17. 17. .@heatherarussell If your customers aren’t your #1 priority, pack it up and go home @tonyhsieh #sparkme #whatwouldaCEOdo
  18. 18. #4. Ownership • A few of your employees upload a YouTube video doing some disgusting acts to the products your company sells. • It goes viral
  19. 19. A) Be honest and apologize What do you do? B) Hire a PR team to do damage control C) You are a huge corporation, just ignore, your product is popular and people will forget
  20. 20. What Happened Next? • Uploaded his own YouTube video apology explaining that the employees would also be arrested. Got over 2 million views. What do you do? A) Be honest and apologize B) Hire a PR team to do damage control C) You are a huge corporation, just ignore, your product is popular and people will forget A) Be honest and apologize
  21. 21. Who was it? • Patrick Doyle CEO of Domino’s Pizza “All of these things are about showing (customers) that we’re truly listening, taking feedback and making changes”
  22. 22. .@heatherarussell If you screw up, admit it, get on your knees & say sorry. We’ve all been there #jpn <3 @dominos #sparkme #whatwouldaCEOdo
  23. 23. • You’re bootstrapping. Just started • Staff is working hard. Got some new contracts that are coming into the office. • The office looks like crap. But no money to redecorate. #5. Hands-on
  24. 24. A) Tell your overworked staff they have to help clean What do you do? B) Take care of it yourself C) Do nothing, you are a start-up, everyone will understand
  25. 25. What Happened Next? • Worked till 5am before the staff came in, painted the entire office so they could feel comfortable and proud about their working environment when they came in and when anyone came to visit. What do you do? A) Tell your overworked staff they have to help clean B) Take care of it yourself C) Do nothing, you are a start-up, everyone will understand B) Take care of it yourself
  26. 26. Who was it? • Heather Russell CEO of Rinkya “You should be prepared to clean toilets as a CEO. Whatever it takes to get to the next level & make your employees feel like you’re in the trenches with them.”
  27. 27. .@heatherarussell Prepare to clean toilets as a CEO. Make your employees feel like you’re in the trenches w/ them @rinkya #sparkme
  28. 28. #6. Know your Customers • You are a start-up with a new product just launched. • You need users. • You need to understand what people like/don’t like about your product
  29. 29. A) Hire a PR firm What do you do? B) Post in a forum you are a member of to get people’s reactions C) Buy Google Ads D) Stand out on the street and get people to look at your app.
  30. 30. What Happened Next? • This CEO was a member of a popular travel forum where he knew the members well and was in the community. He posted asking what people thought about his app and how he could improve it. What do you do? A) Hire a PR firm B) Post in a forum you are a member of to get people’s reactions C) Buy Google Ads D) Stand out on the street and get people to look at your app. B) Post in a forum you are a member of to get people’s reactions
  31. 31. Who was it? • Jan Koum Co-Founder of WhatsApp "Focus on simplicity, listen to your customers and iterate if you fail."
  32. 32. .@heatherarussell Seed users by being one of them. Start with a community you’re a part of & know. @jankoum #sparkme #whatwouldaCEOdo
  33. 33. #7. Know your Limitations • You are 20 years old and have a hot new start-up that’s growing. • You have no experience managing a big company.
  34. 34. What do you do? A) Hire a CEO B) Learn while you go along. That’s how CEOs get made C) Make someone internal the CEO
  35. 35. What Happened Next? • These two very famous co-founders hired a technology veteran to run the company and give them “Parental supervision”. What do you do? A) Hire a CEO B) Learn while you go along. That’s how CEOs get made C) Make someone internal the CEO A) Hire a CEO
  36. 36. Who was it? • Larry Page and Sergey Brin hired Eric Schmidt to be CEO of Google ”Always hire smarter people."
  37. 37. .@heatherarussell The CEO doesn’t have to be the smartest, just the one who finds the smart people. @ericschmidt #sparkme #whatwouldaCEOdo
  38. 38. What Happens When Your Decision is Wrong? • Everyone makes bad decisions • The only way to get good at it is to make them a lot • Be decisive • Explain and prepare • As the CEO, ALWAYS take responsibility immediately
  39. 39. Follow me @HeatherARussell ありがとうございます!

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