CEO = Chief Excellence Officer

The term CEO should be read as "Chief Excellence Officer" and not "Chief Executive Officer". This apparently radical suggestion is not radical at all if one considers the role a CEO is supposed to play in the present day business organizations. What a CEO does or is supposed to do? A CEO holds direct and non-transferable accountability for the profitability of a business enterprise. The three primary purposes for the very existence of the CEO role are: Protect and grow revenue Retain existing customers Attract new customers Rationalize cost-effectiveness of the enterprise’s expenses Allocate budgets judiciously Keep an eye on Return on Investment Ensure the organization’s continued existence (the most important amongst the three) Make the organization truly a “Going Concern” Pre-empt and if possible lead the next generation changes in the business climate Why should the “E” in “CEO” stand for “Excellence?” Excellence means going beyond Business As Usual. The first two points fall in the domain of Business As Usual. The third and last point falls in the domain of Excellence. Any CEO who wants to be a true CEO – CEO with “E” standing for “Excellence” – must focus on ways and means to ensure organization’s continued existence. How can a CEO ensure the organization’s continued existence? Some of the key points a CEO must remember at all times: Seek ways to continuously drive Business Excellence Remain positively discontent with “Business As Usual” Pre-empt changes in the business climate and be prepared to derive business advantage Lead changes in the business climate to gain competitive edge Avoid violation of any statutory, regulatory or legal requirements Maintain highest standards of honesty and integrity Respect customers, investors and employees (these three should be considered as pillars of the organization. In some sense, Management should be considered as incidental to an organization as they serve the customers by delivering products developed by employees using the investor’s money.)