The traditional CEO title, Chief Executive Officer, may not necessarily be the right descriptor for what the “new CEO” of the organization should be today’s massively connected world. While they may be the person who sits at the top of the heap and can direct the company to do whatever they want, is this their best role? The “new” CEO is now the “Chief Engagement Officer” or “Chief Interaction Officer” of the company.
Most CEOs in the top position believe their role is about “command and control” and running the business from a strategic operational perspective. This is how it was done for a very long time…mostly gaining momentum in the “Industrial Revolution” we lived in for almost a century. But we are in a “New Revolution” and new time…the Internet and Digital Revolution. Does the “CEO role” work as well in this Revolution?
One thing for certain is that the Internet has “Commoditized” virtually every industry…both products and services. I consult to leaders across a variety of industry segments and I haven’t found one that hasn’t or isn’t becoming commoditized today. What does this mean for their industries? A huge need to differentiate themselves above their fellow commodity competitors. The big question I am constantly asked is, ““HOW” do you do it today with this Social Media Revolution and the power of the internet?”” A topic for another blog post (or several).
I believe the traditional CEO role has been changed forever! Today, CEOs need to be far more visible, transparent, authentic, and engagement oriented with their audience(s). They have customers with a microphone and want to interact with them online. We have social media channels where audiences want to hear what is going in in the “back story” of an organization. Customers (and employees) are now “all ears” and want to hear what is going on inside an organization…and they want to hear it from the person at the top of the pyramid…the CEO.
While the CEO is still in charge, their role has (and is) dramatically changing to one of…Chief “Engagement” Officer. They need to be online, sharing insights and thoughts from the top level. CEO blogs are still one of the most read and coveted blogs on the internet. People want to know what the top person is thinking and doing…both individually and with the company. This is a tough role for most CEOs to embrace…but so was the automobile.
Time for CEOs to accept their expanded role and move out of the cave into the public and start “engaging” and “interacting” with their audiences…and not from some formal platform…from a personal platform. Most can’t step into that role today…but they can be trained. They can get help and assistance in how to convert to this new role and it’s my belief that many will really enjoy it. If you’re a CEO and uncertain about how to make this happen, shoot me a message and I can give you some thoughts. Welcome to the world of the “New CEO”…it will change your company and your customers will love it!
