{"id":39495,"date":"2021-12-13T07:00:50","date_gmt":"2021-12-13T06:00:50","guid":{"rendered":"https:\/\/strtgy.design\/articles\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/"},"modified":"2021-12-13T07:00:50","modified_gmt":"2021-12-13T06:00:50","slug":"the-anti-ceo-playbook-even-if-youre-not-a-ceo","status":"publish","type":"post","link":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/","title":{"rendered":"The Anti-CEO Playbook (even if you’re not a CEO)"},"content":{"rendered":"

Hey, happy Monday!<\/span><\/p>\n

Last newsletter of the year. Then a break to prepare for the new things coming in 2022. They will be many! <\/span><\/p>\n

Remember to save my address among your contacts and, if you use Gmail, to move this Note to the Main tab. This will ensure that you will surface the next email among the many that will accumulate during the short break. <\/span><\/p>\n

An incredible and beautiful story.<\/b><\/p>\n

I wanted to close this round of notes by going back to the People level because it all starts from there. Processes, Products and Profits can only exist if the right People are there. <\/span><\/p>\n

The pandemic, now also with the Omicron variant, has put a strain on this level. The greatest damage is calculated here. <\/span><\/p>\n

The Great Resignation (HBR)<\/span><\/a> and the <\/span>YOLO Economy (NY Times)<\/span><\/a> are just two effects of how there has been a deep disconnect between people and “the person in charge of keeping people together”: the CEO.<\/span><\/p>\n

Of little use <\/span>Vishal Garg’s apologies<\/span><\/a>, CEO of Better.com, after laying off 900 people in a Zoom call. Even fewer will never come from absentee CEOs. Which are not the ones who don’t go to the office, but the ones who absent themselves from the important moments in the lives of the people who devote their time to materializing the results for which they will be rewarded. <\/span><\/p>\n

“It is time to admit that the playbook that has guided CEOs for the past 40 years no longer works.” -Hamdi Ulukaya, CEO of Chobani <\/span><\/p>\n

It is not a technology brand, <\/span>Chobani<\/span><\/a> is the strongest brand in America of Greek Yogurt. It is an incredible and beautiful story that I invite you to discover in <\/span>this 2019 TED<\/span><\/a>.<\/span><\/p>\n

Below I leave you my notes.<\/span><\/p>\n

If you are the CEO of the company, the next few lines are for you.<\/span><\/p>\n

If you are not the CEO of the company, I encourage you to read on because you too have been the CEO of yourself, your team, your family, your friends, and those who count on you this year, I am sure.<\/span><\/p>\n

This Playbook is not for CEOs in blue jeans.<\/span><\/p>\n

This Playbook is for those who, like you and me, want to change things.<\/span><\/p>\n

ALWAYS MAKE PROGRESS…<\/span><\/p>\n

 <\/p>\n

\u25cf PEOPLE \/ New Rules.<\/strong><\/span><\/p>\n

The Anti CEO Playbook<\/b><\/h2>\n

According to Hamdi Ulukaya, “maximizing return for shareholders is the stupidest idea ever” in fact it leads to behaviors that exploit people and the community.<\/span><\/p>\n

But it is precisely people who are the architects of an organization’s progress, so why not take them into account not only to share the results but also to ensure that it is the people themselves who sustain the growth.<\/span><\/p>\n

Here are its key points.<\/span><\/p>\n

Old Playbook
\n<\/span>\u2780 Maximize returns to shareholders.
\n<\/span>\u2781 Reduce taxes at any cost.
\n<\/span>\u2782 Separation of Business and Politics.
\n<\/span>\u2783 Customers will still buy.<\/span><\/p>\n

New Playbook
\n<\/b>\u2780 <\/span>Maximize returns for people.
\n<\/b>\u2781 <\/span>Increase community benefits at any cost.
\n<\/b>\u2782 The company has a responsibility to take a stand.
\n<\/b>\u2783 Customers are everything and the CEO is responsible for their trust.<\/b><\/p>\n

It is a new way of working that not only puts people at the center in presentations but even among the first to benefit from the IPO that took place last November. Some of the first employees became millionaires. <\/span><\/p>\n

It’s not simply about stock options but about working responsibly and sustainably, which is measured in more people hired, lower turnover, and you know what? … higher profits. <\/span><\/p>\n

 <\/p>\n

\u25cf TOP 10 \/ Most read notes.<\/b><\/p>\n

1st Place
\n<\/b>\u211645<\/b><\/a> – The best strategy tool in the world
\n<\/b>Martech and Sales Landscape. Discovery Driven Planning <\/span><\/p>\n

2nd Place
\n<\/b>\u211661<\/b><\/a> – Micro OKRs. Mega Impact.
\n<\/b>How to stop writing tasks ineffectively<\/span><\/p>\n

3rd Place
\n<\/b>\u211651<\/b><\/a> – Everybody XaaS
\n<\/b>How to use data to drive strategy<\/span><\/p>\n

4th Place
\n<\/b>\u211652<\/b><\/a> – Real-Time Numbers
\n<\/b>How to use North Star Metric to set strategy<\/span><\/p>\n

5th Place
\n<\/b>\u211664<\/b><\/a> – KPI: Kopy & Paste Immediately
\n<\/b>The complete list of KPIs by team<\/span><\/p>\n

6th Place
\n<\/b>\u211653<\/b><\/a> – Going in the right direction
\n<\/b>OKRs vs KPIs. Simplification, focus and pace <\/span><\/p>\n

7th Place
\n<\/b>\u211655<\/b><\/a> – Competition is a design error
\n<\/b>From Me Too to Me+You<\/span><\/p>\n

8th Place
\n<\/b>\u211666<\/b><\/a> – No more Workshops
\n<\/b>From co-creation to co-operation<\/span><\/p>\n

9th Place
\n<\/b>\u211679<\/b><\/a> – Launch OKRs before your competitors.
\n<\/b>How to contribute to the book and get behind-the-scenes access
\n<\/span>(Updates coming soon for those on the Waiting-list)<\/span><\/p>\n

10th Place
\n<\/b>\u211681<\/b><\/a> – The September Checklist
\n<\/b>How to start over with order and focus + Tool<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

2:50 reading – An amazing and beautiful story: Chobani. The old way and the new way of doing business. Most read notes of 2021. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[97],"tags":[],"class_list":["post-39495","post","type-post","status-publish","format-standard","hentry","category-strtgy-notes-en"],"acf":[],"yoast_head":"\nThe Anti-CEO Playbook (even if you're not a CEO) - STRTGY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Anti-CEO Playbook (even if you're not a CEO) - STRTGY\" \/>\n<meta property=\"og:description\" content=\"2:50 reading - An amazing and beautiful story: Chobani. The old way and the new way of doing business. Most read notes of 2021.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/\" \/>\n<meta property=\"og:site_name\" content=\"STRTGY\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/strtgydesign\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-13T06:00:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/strtgy.design\/wp-content\/uploads\/2021\/12\/OpenGraph-W50.jpg\" \/>\n<meta name=\"author\" content=\"Antonio Civita\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@antoniocivita\" \/>\n<meta name=\"twitter:site\" content=\"@antoniocivita\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Antonio Civita\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/\"},\"author\":{\"name\":\"Antonio Civita\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#\\\/schema\\\/person\\\/d00e99ef70c923c335e31db93709b28a\"},\"headline\":\"The Anti-CEO Playbook (even if you’re not a CEO)\",\"datePublished\":\"2021-12-13T06:00:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/\"},\"wordCount\":736,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#organization\"},\"articleSection\":[\"STRTGY Notes\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/\",\"url\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/\",\"name\":\"The Anti-CEO Playbook (even if you're not a CEO) - STRTGY\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#website\"},\"datePublished\":\"2021-12-13T06:00:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/strtgy-notes-en\\\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/strtgy.design\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Articles\",\"item\":\"https:\\\/\\\/strtgy.design\\\/en\\\/category\\\/articles\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Anti-CEO Playbook (even if you’re not a CEO)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/strtgy.design\\\/en\\\/\",\"name\":\"STRTGY\",\"description\":\"Design + Business + Tech\",\"publisher\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/strtgy.design\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#organization\",\"name\":\"STRTGY\",\"url\":\"https:\\\/\\\/strtgy.design\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/strtgy.design\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/STRTGY-Symbol.png\",\"contentUrl\":\"https:\\\/\\\/strtgy.design\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/STRTGY-Symbol.png\",\"width\":160,\"height\":160,\"caption\":\"STRTGY\"},\"image\":{\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/strtgydesign\",\"https:\\\/\\\/x.com\\\/antoniocivita\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/strtgy\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/en\\\/#\\\/schema\\\/person\\\/d00e99ef70c923c335e31db93709b28a\",\"name\":\"Antonio Civita\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/strtgy.design\\\/wp-content\\\/litespeed\\\/avatar\\\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614\",\"url\":\"https:\\\/\\\/strtgy.design\\\/wp-content\\\/litespeed\\\/avatar\\\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614\",\"contentUrl\":\"https:\\\/\\\/strtgy.design\\\/wp-content\\\/litespeed\\\/avatar\\\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614\",\"caption\":\"Antonio Civita\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Anti-CEO Playbook (even if you're not a CEO) - STRTGY","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/","og_locale":"en_US","og_type":"article","og_title":"The Anti-CEO Playbook (even if you're not a CEO) - STRTGY","og_description":"2:50 reading - An amazing and beautiful story: Chobani. The old way and the new way of doing business. Most read notes of 2021.","og_url":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/","og_site_name":"STRTGY","article_publisher":"https:\/\/www.facebook.com\/strtgydesign","article_published_time":"2021-12-13T06:00:50+00:00","og_image":[{"url":"https:\/\/strtgy.design\/wp-content\/uploads\/2021\/12\/OpenGraph-W50.jpg","type":"","width":"","height":""}],"author":"Antonio Civita","twitter_card":"summary_large_image","twitter_creator":"@antoniocivita","twitter_site":"@antoniocivita","twitter_misc":{"Written by":"Antonio Civita","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/#article","isPartOf":{"@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/"},"author":{"name":"Antonio Civita","@id":"https:\/\/strtgy.design\/en\/#\/schema\/person\/d00e99ef70c923c335e31db93709b28a"},"headline":"The Anti-CEO Playbook (even if you’re not a CEO)","datePublished":"2021-12-13T06:00:50+00:00","mainEntityOfPage":{"@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/"},"wordCount":736,"commentCount":0,"publisher":{"@id":"https:\/\/strtgy.design\/en\/#organization"},"articleSection":["STRTGY Notes"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/","url":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/","name":"The Anti-CEO Playbook (even if you're not a CEO) - STRTGY","isPartOf":{"@id":"https:\/\/strtgy.design\/en\/#website"},"datePublished":"2021-12-13T06:00:50+00:00","breadcrumb":{"@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/strtgy.design\/en\/strtgy-notes-en\/the-anti-ceo-playbook-even-if-youre-not-a-ceo\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/strtgy.design\/en\/"},{"@type":"ListItem","position":2,"name":"Articles","item":"https:\/\/strtgy.design\/en\/category\/articles\/"},{"@type":"ListItem","position":3,"name":"The Anti-CEO Playbook (even if you’re not a CEO)"}]},{"@type":"WebSite","@id":"https:\/\/strtgy.design\/en\/#website","url":"https:\/\/strtgy.design\/en\/","name":"STRTGY","description":"Design + Business + Tech","publisher":{"@id":"https:\/\/strtgy.design\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/strtgy.design\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/strtgy.design\/en\/#organization","name":"STRTGY","url":"https:\/\/strtgy.design\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/strtgy.design\/en\/#\/schema\/logo\/image\/","url":"https:\/\/strtgy.design\/wp-content\/uploads\/2024\/04\/STRTGY-Symbol.png","contentUrl":"https:\/\/strtgy.design\/wp-content\/uploads\/2024\/04\/STRTGY-Symbol.png","width":160,"height":160,"caption":"STRTGY"},"image":{"@id":"https:\/\/strtgy.design\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/strtgydesign","https:\/\/x.com\/antoniocivita","https:\/\/www.linkedin.com\/company\/strtgy\/"]},{"@type":"Person","@id":"https:\/\/strtgy.design\/en\/#\/schema\/person\/d00e99ef70c923c335e31db93709b28a","name":"Antonio Civita","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/strtgy.design\/wp-content\/litespeed\/avatar\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614","url":"https:\/\/strtgy.design\/wp-content\/litespeed\/avatar\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614","contentUrl":"https:\/\/strtgy.design\/wp-content\/litespeed\/avatar\/0ccc57513e3f6deb97ca94d7f4c0e9df.jpg?ver=1776080614","caption":"Antonio Civita"}}]}},"_links":{"self":[{"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/posts\/39495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/comments?post=39495"}],"version-history":[{"count":0,"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/posts\/39495\/revisions"}],"wp:attachment":[{"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/media?parent=39495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/categories?post=39495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/strtgy.design\/en\/wp-json\/wp\/v2\/tags?post=39495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}