Steve Tappin - The New Secrets of CEOs

Praise for
THE SECRETS OF CEOs

At the heart of the analysis lies a series of profound
observations about corporate leadership and its evolution. In
particular, they provide instructive insights into the taxonomy of
leadership approaches. This framework will be useful for
executives in self-evaluation and career planning, and for those
responsible for appointing leaders. Tappin and Cave are
conscientious observers of the challenge of corporate leadership.
Paul Myners, Management Today

In this richly informative collection... such heavy hitters as
Sir Terry Leahy and Lord John Browne speak frankly and in depth
about their motivations and key business strategies. There are
grim cautionary reminders that professional success often
requires a choice between family and career, and that the job
of CEO should come with a serious health warning. The content is
thoughtful and well-reasoned.
Publishers Weekly

There is plenty of substance here to inform and inspire future
bosses... Punchy case studies and pithy conclusions make this a
good addition to those creaking bookshelves.
Director

Teams hold the key to a leaders success... in a corporate world
digging in for hard times, a little bit of fellowship might go a
long way.
Financial Times

Sidesteps management clich... and contains some frank
insights into the minds and personal lives of the FTSE 100s
crowned heads.
Daily Telegraph

Impressively comprehensive... a thought-provoking peek at
what the future of corporate leadership might be.
Management Today

In loving memory of Sylvia Tappin and Sir John Harvey-Jones

200
global chief executives on leading

Steve Tappin & Andrew Cave

This revised paperback edition first published by
Nicholas Brealey Publishing in 2010

www.nicholasbrealey.com
www.theSecretsofCEOs.com

The Secrets of CEOs first published in 2008

Steve Tappin & Andrew Cave 2008, 2010
The rights of Steve Tappin and Andrew Cave to be identified as the authors of this work have been asserted in accordance with the Copyright, Designs and Patents Act 1988.

Library of Congress Cataloging-in-Publication Data

Tappin, Steve.
The new secrets of CEOs : 200 global chief executives on leading / Steve

Tappin & Andrew Cave. -- Rev. paperback ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-1-47364-506-6
1. Chief executive officers. 2. Leadership 3. Executive ability. 4.

Executives. I. Cave, Andrew. II. Title.
HD38.2.T367 2010
658.4092--dc22

2010009796

ISBN 978-1-47364-506-6

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form, binding or cover other than that in which it is published, without the prior consent of the publishers.

Printed in the UK by Clays Ltd
on Forest Stewardship Council certified paper.

I must admit Im not a great reader of business books. To be honest, when we started Virgin almost 40 years ago now we totally ignored the established business theories and strategies and struck out determined to do things differently. There werent any business books where actual CEOs, from a range of different organizations, shared real experiences and lessons learnt with people just starting out. I wish there had been perhaps I might have saved myself a few headaches along the way!

Lets face it, the world is constantly changing no big surprise there but the sheer pace of that change can be staggering, confusing, and downright terrifying at times. Steve and Andy have identified the new facts of life that most businesses are hit by on a daily basis, especially hard globalization, sustainability, and the war for talent. The developments on the internet, particularly when it comes to reaching out to your customers with new and interactive content, fascinate and totally baffle me. I hadnt gotten my head around Web 2.0 when someone in my team told me not to worry about it, that was yesterday and today were looking at Web 3.0!

Hard globalization is a reality for Virgin. I have always had the dream that Virgin would one day become one of the worlds most respected brands. As we expand outside of the UK across America, India, Australia, Asia, and the Middle East, I feel that dream is getting closer to becoming a reality. But hard globalization brings with it very specific challenges and The New Secrets of CEOs highlights many of these. All businesses need to be aware of their global footprint.

One of the most impressive developments within businesses today is the belief that to truly become a successful, thriving company (whether that be a firm of 10 or a global organization employing 50,000 people) you have to place corporate responsibility and sustainability at the heart of your business. As recently as ten years ago this was unheard of. Every large business had a charitable foundation, but this was seen very much as a nice to do rather than a core strategy within your organization. Customers expect the companies they are purchasing from to act in an ethical, sustainable way. As business leaders it is crucial we repay that trust by going the extra mile to ensure best practice at all times. On a global level, the behavior of people, industries, and enterprises has immediate and often long-term effects on our world. If mankind makes a mistake, it can be catastrophic.

I believe that it is up to companies like Virgin to lead the way with a holistic approach to business. It was this belief that led me a few years ago to pledge Virgin Groups profits from our transportation businesses over the next ten years (approximately $3 billion) to clean energy initiatives. I hope that through the strides forward that our airline and transport companies across the world continue to initiate, trial, and invest in successes such as our most recent biofuel trails on Virgin Atlantic and Virgin Trains other airlines and transport businesses will also follow suit. When all businesses put sustainability at the heart of what they do, we will see a radically positive change in the impact we have on our planet. I believe that day is not too far away.

I was heartened to read sense that your business is their business and most importantly, mean it.

Your people are everything without them you dont have a business! This book touches on this very point throughout, whether it is delegation, ensuring you encourage creativity and innovation, or simply letting your hair down with your staff and having some fun. I can hand on heart say I am only one of many entrepreneurs at Virgin. We employ like-minded people who love to innovate and challenge the norm. To quote my good friend Stephen Murphy, We employ rock climbers, not people who need ladders. At Virgin it is this creativity and the ability to challenge the norm that mark us out from the rest and ensure we continue to grow. Employing the best people who will not only be loyal to your company but are also not afraid to challenge it when things become a bit staid is the best way to ensure you stay ahead of the curve.