How I Did It: Lessons from the Front Lines of Business

TELLING THE RIGHT STORY

ONE OF THE BIGGEST CHALLENGES OF BEING A CEO IS THAT no matter how strategically you manage your time and set priorities, you can never anticipate the specific challenges you’ll face ­tomorrow. Stuff happens, and leaders often face pressure to quickly fashion a response.

That’s especially true when a company’s image and reputation are at stake. How do you respond when your family business—one known for its history of social responsibility—is accused of harming precious rainforests and contributing to global warming? How can a cash-strapped start-up convince big-name athletes to wear and promote a new brand of athletic gear without writing checks? Even less time-pressured decisions can fall far outside a traditional leader’s ...