Dear CEO

Back in December, I received an email from my good friend Gini Dietrich (you may know her from a little blog called Spin Sucks) asking me to participate in a project she was calling “Dear CEO.”

Our mission: to write a letter to CEOs with our best advice for 2011.

At first, I was elated. It was like being elected homecoming queen. Gini, and maybe even some random CEOs out there, might actually care about what I have to say about business? My advice is really as valuable as Danny Brown‘s?

And then I started freaking out. Because honestly, I don’t deal with many CEOs. Or at least ones that call themselves CEOs. I don’t own a suit. I spend a lot of days at my kitchen table, taking calls and working on projects in my pajamas. I’m still figuring this whole “owning a business thing” out as I go along. I don’t write formal business plans. Who was I to be advising CEOs?

As the project’s Friday deadline quickly approached, and I had yet to draft a word, my very wise husband said “Laura, you’re making some pretty broad assumptions about CEOs.” And then, the even wiser, “write what you know.”

Of course, he was right (don’t you hate that?). So I wrote what I know. Which is be true to yourself, be true to your brand and find those who are just as passionate about it as you are. Then forget about everything else:

Dear CEO:

 My life is a lot different than that of the typical CEO. Or at least, what I think the life of typical CEO is like.

I conduct business from my kitchen table, rather than a board room. I’m more likely to close deals in my workout clothes than a power suit. I write and talk publicly about my insecurities, frailties and fears.

I make absolutely no distinction between my personal and professional personas. What you see is what you get.

Why? Because I tried Plan A. Doing what was expected. Being who people wanted me to be. Playing at owning and running a business. Worrying about other people’s opinions and expectations. 

It was exhausting. And frankly, not profitable.

Why?

Because trying to please any and every one is a pretty lousy business model.

The reality is not everyone is going to like you. Or your company. And not everyone is going to buy your products or services. 

I once had some students in a senior marketing class I spoke to ask me how they could possibly pitch a product they weren’t excited about it.

My advice?

Find someone who is.

Stop worrying about the 99 percent of people out there who don’t get or understand or even need what you’re selling. Focus on the ones who do.  The ones who care. The ones who share your passion and vision. Those are your customers. Your zealots. Find them. Focus on them.

That’s my advice for 2011.  And beyond.

But that’s just my perspective!

There are 31 other outstanding letters in this book, including ones from some of my favorites, Elizabeth Sosnow, Heather Whaling and Justin Goldsborough. You can download a copy for $40 on Spin Sucks, but ten of you lucky readers will get a free copy!

Just tell me your number one tip for CEOs, and the best answers will win the book!

Posted 23 March 2011 | By Laura Scholz in Uncategorized, women in business - View Comments
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  • http://www.nikkipilkington.com NikkiPilkington

    Remember that in 2011, anything said about you online will be read by your potential customers – how you respond and deal with both positive reviews and negative criticism, as well as complaints will affect your online reputation for many years to come.

    (Great letter by the way – I agree 100%)

  • Justin Brackett

    I like how you think Laura!

    Social Village is run much like how you run your company! Don’t get me wrong there is a place for the “board room” but I feel there is a ton of value that comes from working from a kitchen table. Plus it kinda goes with our core value of the village!

    I’ll be buying it today!

  • Jonna

    Be who you are, do what you say you will, don’t overpromise, and NEVER lie to a client or potential client. That’s pretty much what I’ve got on this one.

  • http://profiles.google.com/s2barry Susan Barry

    My best advice to a CEO: Find someone at least 15 years younger than you and force yourself to pay attention to at least 50% of what she says. And I’m not talking about arm candy, perv. :)

  • April Voris

    Here is my tip. Some days you will stand alone but if you are standing tall with integrity and knowing you did what is right then you will make it to another day and be successful for the rest of your life.

    Laura -love your letter!

  • http://laurascholz.com Laura Scholz

    Thanks, Nikki! And great advice–I’ll be sending you a copy of the e-book!

  • http://laurascholz.com Laura Scholz

    I love the way you talk about it being a companys “core value.” It’s not that I take my busienss less seriously, but my model is built on collaboration and inclusivness. A kitchen table makes a bit more sense!

  • http://laurascholz.com Laura Scholz

    Agreed. Sending you a copy! I’d also say own up to your mistakes, quickly and sincerely. People appreciate it, and we all mess up.

  • http://laurascholz.com Laura Scholz

    Susan–have you been reading my staff’s Twitter feed? They want a cute boy intern!! But you’re right. I learn so much from people younger (and older) than me.

  • http://laurascholz.com Laura Scholz

    That is so true, April!

    And thank you–I used your word “zealot,” but I think that’s why our businesses work so well together. It’s all about finding and cultivating those people and them sharing that passion with others. Grateful to know you and work with you!

  • http://twitter.com/glorysgirl Ashley Messick

    I was just talking to our Executive Director and she let me know that one of the most important things she thinks she can do is the hire competent people and then support them so they can shine. Too many leaders think they know everything and can do everything. You cannot be all things. Much better model is to hire people who can do certain things better than you can and then, importantly, let them do it. Micromanaging and standing in the way of productivity (endless meetings, unnecessary red tape) are two of the biggest mistakes CEOs can make.

  • http://spinsucks.com Gini Dietrich

    Ah man! I DO hate it when they’re right! LOL! That Tim is a smart man and I’m glad he gave you the advice he did so we could include your awesome letter in the book!

  • http://www.nikkipilkington.com NikkiPilkington

    Wow – thanks Laura!

  • Jen Moss

    Love your letter, Laura! I spent years and years in the corporate world and met far too few C-level execs who actually earned the respect and title, in my mind, of being considered a “leader”. My two cents would be to embrace what it means to be a *leader* in your organization – someone people are excited about and proud to follow. Build a strong team and executive bench, share your vision, make tough decisions and stand behind what you do and who you are, embrace balance, follow though… and, as important as anything in my opinion… be engaged, make eye contact, and have a firm (not crushing or wimpy) handshake.

  • http://loveyourmessbook.com Allison Nazarian

    Dear CEO Laura,
    I love having wise friends like you.
    Love, Alli

  • http://ceciliadominic.blogspot.com Cecilia Dominic

    No matter what advice you get, if your gut tells you not to do it, then don’t. Oh, and your best resource is your employees, but they won’t know you appreciate them unless you show them.

    Sorry, that was two. :-)

    Cecilia

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