CHAPTER 8

CEO Letter: Leadership’s Cardinal Communication

What is the single most controllable, highest profile, and possibly most potent, thrust of leadership communication in a public company? This chapter presents the case for the chief executive officer’s letter in the corporation’s annual report. Published and freely distributed before the company holds its yearly stockholder meeting, the annual report is the proactive narrative on the company’s current condition and outlook. Here is where every phase of the enterprise—the business, the products, its people, and financial performance—is laid out for shareholders (investors) and other stakeholders. The CEO provides the top-view perspective, summarizing achievements, challenges, and prospects ...

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