Private topics from business interests
Some really private topics are communicated from primary business interests. For example, James Dixon, the chairman of J. P. Morgan, informed the public about his cancer.
Chief and company kept the information sovereignty over the illness. Speculation was removed from the basis. The stock price hardly suffered. Good for humans and good for that Company.
The man behind the mask
Private stories make people look behind the mask, make an authentic man out of the hard busines. Board members report anecdotes from their childhood or tell about the formative experiences in previous jobs.
They let us participate in their sporting activities and share their interest in modern art with all. That's what the public loves. Cleverly selected and professionally placed, the right dose of private even contributes to the image of the company.
Heads as a substitute for content
Chefs are the face of the company, especially large and thus actually faceless companies are connected with the person at the top. Siemens is Joe Kaeser and Bayer is Marijn Dekkers. The Chairman of the Board of the local savings bank is also responsible for the entire institute, and the chief physician represents the station he directs.
The heads have thus become a substitute for the content. The outstanding features of the boss strengthen the company's image, private successes such as the twofold win of the America's Cup by Larry Ellison transferred to Oracle. Every economic magazine now has a section in which important people are also presented with private content.
At home with the Karstadt boss
Maybe that's why the Karstadt boss and former IKEA manager Eva-Lotta Sjöstedt also staged her own private life, for example in Brigitte. Under the title "Alone Among Men", she reveals the - predominantly - readers how she will make Karstadt successful: "I want to mobilize the concentrated energy of 20.000 employees," says the CEO. It does not stop at empty phrases, it even tells us its recipe for success: "I develop my leadership style from my personality. That's Eva Lotta style. "Brilliant!
You should remember that. Then it works at home, because "her private life is similar to the mother of three, as the leadership of a group: all involved in the responsibility, then the store is already running". Numbers, data, facts take a back seat. If the human offers a good story, advances are gladly distributed.
We want to wish Mrs. Sjöstedt that it will run better then privately than Karstadt, because only a little later had the Eva-Lotta-style done: After only five months in office, Sjöstedt quit her job at Karstadt. Their reasoning was that they found that "the conditions for their intended reorganization of the company no longer existed". As far as Mrs. Sjöstedt in Handelsblatt.
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