Elena Lytkina Botelho  (Author & Partner, ghSMART)

Elena L. Botelho talks about some of the ways that CEOs in her research built their personal brand and became known. According to Botelho, the data shows successful CEOs were willing to take risks and “rock the boat” and did not shy away from conflict if the result was to either advance or protect the business. She discusses that the key element was not to self-promote but to risk their own reputation to help the business. She provides an example of an employee who risked her job and future prospects to prove to her employer that their company data was at risk.