CEO, and the head of marketing should
be better at marketing than
the CEO. The CEO’s main task is to build a team of experts who are
aligned with each other and the primary goals of the company.
And good leaders don’t want yes-men. Be ready to fire those
who agree with you. Good leaders want the
honest views of their col-
leagues. They encourage constructive debates and out-of-the-box
thinking. They invite big-picture ideas.
They tolerate honest mis-
takes. And when they make the final decision,
they inspire their peo-
ple to do their best.
And the best leaders don’t spend too much time poring over
numbers. They get out and meet the troops.
And they devote a lot of
time to major customers. Jack Welch of GE spent 100 days a year
talking with major customers. So did Lou Gerstner of IBM.
At
the same time, the job of a leader is daunting. It isn’t all
about playing golf with other business leaders. One CEO said,
“I am
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