December 27, 2007
CEOs on Cam: Not trying to look cool for what they lack
A study indicates that CEOs and their reputations are linked to the success of their companies.
The term “self-promotion” elicits more than just chuckles among nonbelievers; it also raises eyebrows among cynics. What they do not know is that a lot of companies owe their success in part to the public’s perception of their leaders.
Think about Steve Jobs (Apple), Warren Buffet (Berkshire Hathaway), Richard Branson (Virgin Group), Martha Stewart (Martha Stewart Omnimedia), Jack Welch (General Electric), and the granddaddy of them all--the Donald--who even has his own reality TV show, The Apprentice, and daughter Ivanka now closely follows in his footsteps in the fine art of self-promotion.
As much as there is a lot of ego involved in the process of appearing in practically all accessible forms of mass media, it may not be difficult to believe that these business leaders are only trying to look cool to make up for what they lack. Not so. It turns out that their business empires benefit from the windfall of their popularity. Whether MBA courses are developed in your name or you get a good beating from Rosie O’Donnell, a little ink always gets a long way in the public’s consciousness.
One could hardly say “Steve Jobs” and not think of the ubiquitous cool factor of Apple. Or watch the outrageous antics of tycoon Richard Branson and not be reminded of what he represents--Britain’s Virgin empire that spans music publishing, soda, and airlines. Books written and branded in the name of a famous CEO or a magazine titled after its publisher further builds upon the fortune that fame has brought--and vice versa.
Lately, a measure of one’s popularity is to have blogs created under your name. The Fake Steve Jobs created a wildfire in the blogging community for the sheer brilliance of its writing, inspired by speeches and presentations delivered by “el Jobso.”
But how do you separate the must-notice self-promoters of the world from the Paris Hiltons of tinseltown? One, successful self-promoters represent real, actual success whether they own mega empires or a corner store.
Two, they are very good at what they do. Donald Trump owns about 70 real estate properties all over the world and is worth an estimated $3 billion according to Forbes magazine. Warren Buffet is every MBA student’s idol and a trusted investment adviser. He also happens to be a brilliant investor with a squeaky clean image, and at the same time holds the crown for being the second richest man in the world.
Behind the glamor, the showmanship, and the endorsements by superstars is the sheer brilliance and business acumen of these leaders. Their sustained success cannot be attributed to PR alone. There is something solid in there, like hard work, to keep their books from falling in the red.
A study by Burson-Marsteller done in 2006 indicates that CEOs and their reputations are linked to the success of their companies. To be considered successful, the public must perceive them as trustworthy and capable. When that happens, people are willing to invest in the companies that these famous leaders represent or purchase goods stamped with the CEO’s name.
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