Mike Myatt, Contributor
The Obvious But Overlooked
1. Your Company Website: You’d be surprised how many chief executives have no idea what’s published on their own website – big mistake. I was recently retained by a Fortune 100 company to work with their new incoming CEO, and when I enquired as to why he wasn’t listed on the company website, he sheepishly stated he’d been on board 6 months and hadn’t even checked the website. This is one of those “the buck stops here” things – if you’re the CEO, you better understand the entirety of your company’s digital footprint (public sites, sites behind the firewall, social media accounts, partner sites, etc.).
2. Your Competitor’s Websites: There are few competitive intelligence tools as effective as the online profiles of your competitors. There’s always a great temptation to delegate this activity to staff, but at a minimum, make sure you are briefed on a regular basis. However the better method is to own at least some of the homework yourself – you’ll find the knowledge acquired invaluable.
3. Your Customer’s Websites: It’s difficult to relate to your customers if you don’t know and understand them. A little time spent understanding the digital footprint of a client can lead to great conversations and big business. When customers find out you’ve invested time in getting to know their company, culture, challenges and opportunities, you’ll have escalated your relationship to a more fruitful level.
4. Foreign Affairs: There are very few businesses of any scale who can’t afford to think globally, and there’s no better publication to inform you on international news and information than Foreign Affairs.
5. Psychology Today: One of the most thought provoking and informative magazines dealing with the human psyche. CEOs are first and foremost in the people business, and few publications will offer insights into the human condition like this one.