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The Importance of Being CEO

8th July
2007
written by Dr. Leslie Gaines-Ross

Portfolio.com has an interesting interview with Ogilvy & Mather’s CEO, Shelly Lazarus. She has been CEO of the much admired advertising/marketing firm since 1996. That’s a long time in CEO history. The question about whether CEO reputation matters was posed to her and she replied: “Everything a CEO says and does is no longer personal. It is attributed to the company. Ultimately, the leader bears the responsibility for everything that happens.” For better or worse as the marriage vows say.

Lazarus was asked if she manages her image or reputation and she said no. But in the interview she said she is careful about where she speaks publicly and turns down many speaking engagements. She says that she asks herself if the speaking opportunity benefits Ogily & Mather and if the answer is yes, she will seriously consider. If it benefits her personally, she will decline. That’s a wise filter for CEOs in deciding which invitations to accept.

Without a doubt, CEO reputation matters. The research that I have done over many years continues to show that leadership counts and is inextricably linked to the company’s reputation. The right CEO can do wonders.

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