The True Role of a CEO in a Multinational: Leadership vs. Self-Promotion

The True Role of a CEO in a Multinational: Leadership vs. Self-Promotion

In large multinationals, the role of a CEO goes far beyond operational decision-making or brand representation. A CEO must be the guardian of the company's vision and values, driving a sustainable long-term strategy that benefits not only shareholders but also employees, customers, and society at large. However, in a world where personal power and visibility are increasingly valued, we have seen the rise of a worrying trend: CEOs who, instead of focusing on long-term corporate goals, use their position for self-promotion.

This type of CEO sees the company as a springboard, a brand they exploit to increase their public profile and position themselves for their next "big opportunity". They disconnect their personal interests from the company's interests, seeking immediate benefits for themselves. This can translate into short-term decisions that prioritize quick results, personal media coverage, and sometimes risky decisions that jeopardize the company's long-term stability. In the end, this approach erodes the value and trust in the brand they should protect and strengthen.

The role of a CEO is not to be in the spotlight to gain personal influence, but to lead from the front to inspire others and guide the company on a path of sustainable growth. Great leaders are those who, when they retire, leave a tangible legacy: stronger companies with solid structures and clear values. Their influence is not measured by the number of headlines they generate, but by the positive and lasting impact they leave on their company and employees.

A CEO committed to their company understands that true success doesn't come from self-promotion, but from leadership that inspires, is transparent, and builds a better future for all stakeholders. The focus should not be on what the CEO can get from the company, but on what the CEO can contribute to generate long-term value.

In the end, time always puts each CEO in their place. Those who see their position as a step towards ephemeral personal reward will fade from corporate memory. Those who lead with vision, integrity, and commitment will endure in the success of the companies they helped grow and transform.