The CEO, the brand
Increasingly the top person is being asked to become the face of the business. This is not just big company stuff; it applies to the smallest SME. It doesn’t have to be the CEO that does it but it is best if it is.The issue is how to differentiate your business in the market place. It doesn’t matter whether you make award winning real ale, have a retail / internet super business on the high street or have the best holiday home park in the UK. Products on their own are not enough and all the latest IT will not do it. Only people can consistently and continuously deliver excellence from a customer perspective and this excellence always starts at the top.
That’s why the leader has to be seen to be doing the internet marketing, be seen to speak at networking and trade events, be seen to be constantly trying to position the organisation in the market place.
Oh yes and they have to run the business too.
posted by Tim @ 1:56 PM
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