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火狐CEO下課的啟示:不怕悶,就怕沖

火狐CEO下課的啟示:不怕悶,就怕沖

Claire Zillman 2014年04月14日
火狐瀏覽器開發(fā)商Mozilla的首席執(zhí)行官上任不久就因為曾在2008年為加州反同性戀婚姻立法捐助過1,000美元遭到了廣泛的批評,不久就黯然辭職。他的經歷表明,CEO作為一個品牌的意義遠遠超出CEO本人;它必定要與公司形象融為一體。如果兩者無法融合,必將導致災難性的后果。

????上周,瀏覽器開發(fā)公司Mozilla收到了一條令人難堪的提醒:公司CEO不妨與CBO(首席品牌官)調換一下位置。

????事情是這樣的:Mozilla【開源計算公司,以其火狐瀏覽器(Firefox)而聞名】新任CEO布蘭登?艾克上任后不久,便發(fā)現(xiàn)自己成了眾矢之的,因為他被披露曾在2008年為加州反同性戀婚姻立法捐助過1,000美元。Mozilla員工要求他下臺,約會網(wǎng)站OKCupid將艾克對同性戀婚姻的立場告知了訪問該網(wǎng)站的Firefox用戶,并建議他們更換瀏覽器。

????(頗具諷刺意味的是,OkCupid聯(lián)合創(chuàng)始人兼CEO山姆?亞甘也曾向反同性戀權利國會候選人捐款。)

????艾克于4月3日辭職。他離開公司后,Mozilla在公司博客中寫道,公司“未能在爭議開始出現(xiàn)的時候迅速采取措施,與公眾溝通。Mozilla一直堅持平等與言論自由的理念。但要同時做到這兩方面卻很難。”實質上,艾克的個人信仰與Mozilla開放、包容的形象格格不入。

????教訓:CEO本身便是一個品牌;一個必定要與公司形象融為一體的品牌。如果兩者無法融合,必將帶來災難。

????耶魯大學(Yale)市場營銷教授、用戶觀察中心(Center for Customer Insight)主任萊維?多爾說:“不管這種觀點是否正確,CEO所持觀點并非CEO本人的觀點。在身份認同方面,CEO和他們所代表的公司往往被混為一談。所以,人們會認為,CEO的觀點肯定也是公司的觀點。這種情況在政治領域同樣存在。如果奧巴馬或布什持有某種觀點,全世界都會認為所有美國人均相信同樣的觀點?!?/p>

????CEO已經成為一個吉祥物——是一家龐大公司的代表。與此同時,公司領導人始終處在監(jiān)視之下。在微博盛行的年代,任何失態(tài)或有爭議的言論很快就會傳遍整個網(wǎng)絡。

????這些因素導致了艾克的下臺,但他開創(chuàng)的先例對于其他同行或整個商業(yè)圈而言并不是什么好消息。

????多爾說:“很不幸,這意味著CEO們不會說太多話。他們會變動更加無聊,因為他們擔心自己所說的話可能在無意中就和公司品牌聯(lián)系在一起。”

????這聽起來不算壞事,但對于CEO們領導的公司來說,卻是壞消息。耶魯大學管理學院(Yale School of Management)的杰弗瑞?索南菲爾德參與的一項CEO調查發(fā)現(xiàn),CEO越有人格魅力,他們領導的公司財務績效就會越出色。按照這個標準,公司績效約有10%至15%應該歸功于CEO的個人魅力。2006年的研究發(fā)現(xiàn),CEO上任前幾年個人魅力的影響力越大,之后會逐漸減弱。索南菲爾德說:“但可以肯定,人格魅力很重要?!?/p>

????或許,高管們依然可以展現(xiàn)自己非凡的魅力,只是不要在外人面前。(財富中文網(wǎng))

????譯者:劉進龍/汪皓

????

????Mozilla received an ugly reminder last week that the CEO title might as well be swapped with CBO -- chief brand officer.

????Here's a recap: Shortly after taking over as CEO of Mozilla, the open-source computing company known for its Firefox web browser, Brendan Eich found himself on the receiving end of public outrage over revelations that he'd donated $1,000 to anti-gay marriage legislation in California in 2008. Mozilla employees called for his departure and OKCupid notified Firefox users that visited its dating site about Eich's stance on gay marriage and recommended that they use a different browser.

????(As irony would have it, OkCupid co-founder and CEO Sam Yagan once donated to an anti-gay rights congressional candidate.)

????Eich resigned on April 3. Upon his leaving the company, Mozilla wrote on its blog that the company "didn't move fast enough to engage with people once the controversy started. Mozilla believes both in equality and freedom of speech… Figuring out how to stand for both at the same time can be hard." In essence, Eich's personal beliefs clashed with Mozilla's reputation as an open, inclusive community.

????The takeaway: a CEO is a brand unto him or herself; a brand that undoubtedly melds with the company's own image. If the two don't mesh, it can spell disaster.

????"Whether or not it's right, it's not just the [CEO] who holds a certain view. They are blurred with the company, so people assume that the company must also hold that view," says Ravi Dhar, a marking professor at Yale and director of its Center for Customer Insight. "It's not unlike what happens in politics. If Obama or Bush holds a certain view, suddenly the rest of the world thinks all Americans believe the same thing."

????The CEO has evolved into a mascot -- the human face of a behemoth company. At the same time, business leaders are constantly under scrutiny and any gaffe or controversial statement can spread across the web in the time it takes to type 140 characters.

????The confluence of these factors resulted in ruin for Eich, and the precedent set by his experience doesn't bode well for others, or for the business community overall.

????"Unfortunately, it means that CEOs won't talk as much," says Dhar. "They'll become boring since they'll worry that something they say may inadvertently be linked to the brand."

????That doesn't sound like such a bad thing, but it could be bad news for the companies these CEOs lead. A study of CEOs co-authored by Jeffrey Sonnenfeld at the Yale School of Management found that the more charismatic a CEO, the better his or her firm performed financially. Depending on the measure, roughly 10% to 15% of a company's performance can be attributed to CEO charisma. A 2006 update to the study found that the impact of CEO charisma was greatest in the early years of a chief exec's tenure -- and then the effect tapers off over time. "But it surely did matter," Sonnenfeld says.

????Perhaps these execs can still be extra charismatic, but only on the inside??????????

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