Who Owns You?

CEOs and individuals in business leadership roles are frequently confronted with the dichotomy of making decisions to ensure the long term health of their companies, while maximizing short term profits. Their management roles compel them to lead the organization as if they are owners, but in reality, these organizations are owned by and at the mercy of investors and customers who determine the value of their products and services.

In a recent survey conducted by Fortune Magazine, 77% of CEOs said it would be easier to manage their companies if they were private¹. This feedback comes in a climate of increasing numbers of activist investors who purchase a significant amount of company stock, then proceed to make recommendations to the board and company leadership on how they should run it to increase value. To be fair, all such suggestions are not bad, and some have led to considerably positive results in the bottom line of these companies. But these CEO owners may find that their company’s mission and purpose are no longer aligned with where others want them to go.

Customers also have a powerful voice in shaping corporate strategies and decisions. Pepsi worked hard over several years to reformulate its diet cola to remove aspartame, thereby meeting the needs of people who wanted to move away from artificial sweeteners. However, many other diehard Diet Pepsi drinkers didn’t like the taste with the sucralose replacement, and complained loudly. So Pepsi recently announced that the old aspartame formula would return to the market, and they will sell both versions to meet the needs of all those customers. Oh, and did I mention that their sales volume slumped more than 10% during one of the quarters that the aspartame formula was off the market?
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