Quotes I Like

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March 19, 2015

Quotes I Like

When we launched our new research on CEO reputation a few weeks ago, we had an engaging panel discussing the newly emerging humble CEO. Our research identified this new type of CEO that is more about the collective whole and less about self-aggrandizement. One of our panelists was our own Micho Spring who heads our Global Corporate Practice at Weber Shandwick. She mentioned two statements in her commentary and I loved them both. Since I use this blog to also save everything about reputation that I easily forgot as the day goes on, here is the perfect place to share them with you too.

When she was talking about a big big bank that had reputational issues a few years back, Micho mentioned that the bank decided that they had to “Go from the institutional era to the human era and bring the bank to eye level with its customers.” I thought that was a terrific way of describing reputation — bringing it down to eye level with all your stakeholders. Reputation is not some lofty concept that resides in the clouds to behold but a genuine sense of what an institution stands for that gets close to your heart and mind.

The second comment she made that I captured had to do with the death of the celebrity CEO. Our research describes how CEO reputation is now built on CEO credibility, not celebrity. Micho referenced an article she read that said, “the Magic is not in the king, it is out in the Kingdom.” What a smart way to say that it is all about the enterprise, not just the CEO at the top. Although our research found that 45% of a company’s reputation is attributed to its CEO, the true magic is how leadership inspires and motivates employees to do the right thing on behalf of their companies on a daily basis. When you call into a company call-in center, the response from the employee on the other end is where the magic truly happens and reputations are made. If leadership is able to instill personal responsibility for the company’s reputation at every touchpoint with the customer, reputation-making is secure.

 

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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