CEOs set the Tone
Created on Saturday, 20 October 2012 13:28
Written by Dr. Cait Murray
Ethos and attitude are of great importance in business.
Having a good logo, clear website, accurate up-to-date appropriate marketing materials all create an image that the company wishes to project, but the drive to do so and in what manner, comes from the CEO.
The CEO will set the tone for the whole business. The senior managers will disperse this downwards and outwards on behalf of the whole organisation, (if your organisation is large enough to have this layer of staff).
CEO's come from various backgrounds, brought into companies at various stages to enable the exploitation of their skills and their networks. Young companies often bring in CEO's with connections in the investment world with experience of raising capital in similar technology areas. Home grown companies can get stuck with the CEO who invented the company who often has a focus on the science/IP that created the embryonic enterprise, sometime to their benefit – Steve Jobs for example.
But what about the bigger picture : For a small company would it not be better to bring in a “jack of all trades” who has the skill set for developing relationships where needed, but who revels in the multi-tasking required to get the company moving and understands that emails need to be responded to, that the credibility and scientific/technological standing of the company can make the fund raising easier?
Is it better to bring in someone with greater experience at a higher cost, potentially from outside of your geographic area that you don't have the same knowledge or comfort with or take someone that is locally based that you've got to know who has adequate connections, adequate potential to access the early-stage funding that you need?
These are not questions I have the answers to – they form part of the conundrum that I work repeatedly inside my head.
….but I do know that companies that do not develop their marketing strategy and build brand/product credibility will only succeed through luck not by good guidance...and there is little enough luck around in the current economic climate.