“By seeking out the story of a CEO, we can link them to a context within which they can create added value for a company,” says Fabiaan Van Vrekhem, Executive Chairman of VALPEO (in Belgium formerly known as Accord Group Belgium). “The needs of a company evolve over time. Society does not stand still and companies are expected to align with it. Globalisation has led to optimal management alone becoming inadequate. Anticipating new expectations, building new business models, and increasing societal relevance have become necessary to safeguard the organisation’s autonomy.”
“In the search for a CEO, it must be clear what story an organisation wants to convey. For the person leading the company must align with that story and be able to shape it,” says Van Vrekhem, whose VALPEO team specialises in filling high-level executive roles, so-called C-level positions.
The CEO Perspective
Van Vrekhem emphasises that every CEO has a unique story. “Every person has their own perspective on the environment they wish to contribute to. Recognising this story allows us to determine what that CEO is capable of and what added value they can bring to an organisation, or to what extent it aligns with the organisation’s ambitions and culture.”
The perspective of CEOs is diverse. Some prefer to focus on optimisation. They can efficiently implement what has worked well elsewhere and focus on maximising the use of people and resources.
In the search for a CEO, it must be clear what story an organisation wants to convey. For the person leading the company must align with that story and be able to shape it.
– Fabiaan Van Vrekhem, Executive Chairman of VALPEO
Unique Experiences
Other CEOs are always looking for distinctive capabilities. They enjoy immersing themselves in the world of their stakeholders to discover new forms of added value. They like to focus on developing new scenarios that anticipate the future. They enjoy building unique experiences.
Think of Coca-Cola, which has been using the image of Santa Claus for decades and once tried to conquer the world from this perspective. They do not just create physical products but also unique experiences.
New Demands
“But globalisation has placed new demands on CEOs,” says Van Vrekhem. “They must be able to shape new business models and new roles for the organisation. These CEOs focus on the organisation’s place in the value chain and are capable of transforming entire sectors.”
The original ambition of Uber speaks volumes in this regard. “Across borders, cultures, and languages, we are proud to connect people who need a reliable ride with people who want to earn money driving their car.”
Anticipating Tomorrow
“This was a new story that transformed the traditional taxi world. Or the then CEO of Nespresso who initially wanted to teach people to make coffee at home like a barista and has since pushed coffee producers into a corner. These CEOs distinguish themselves primarily by the role they wish to play.”
And then there are what Van Vrekhem calls the Captains. Captains of Industry anticipate what will become meaningful in society tomorrow and set new standards in an industry. “Nestlé, for example, was among the first to initiate the transition from food to healthy food in the 1990s. They noticed the increasing problem of obesity and realised that attention to health would become more valuable.”
To understand whether someone will do well or poorly, you must first understand their story or intent and not just focus on past successes.
– Fabiaan Van Vrekhem, Executive Chairman of VALPEO
Sustainability on the Agenda
This type of CEO aims to create societal added value. “Sustainability is high on the agenda for many business leaders, but that alone will not suffice if one is not aware of the new perspectives that underpin these developments,” says Van Vrekhem.
“Captains of Society work on improving existing and even new ecosystems. Think of the transition from the linear to the circular economy.”
Connecting Stories
A CEO can only be successful if their story aligns with the ambition and therefore the story of the organisation. “The success of a CEO is primarily determined by how well they can align with the business context,” says Van Vrekhem. “To understand whether someone will do well or poorly, you must first understand their story or intent and not just focus on past successes.”
The Successful CEO: conclusion
VALPEO has developed methodologies to make visible to what extent the story and ambition of a leader align with the ambition of the organisation.
“A CEO can only be successful in a context that aligns with who they are. The way they think, feel, and like to act is crucial in this regard. It must align with the complexity of the added value that the organisation wishes to fulfil and the culture that needs to take shape to make that possible.”
