I had just read What New CEOs Need to Know (here’s a free, shorter version) and was contemplating the CEO’s experience (expressing a strategic vision, trying not to send the wrong signals, not in power but reporting to the board, not in touch with operations, balancing obligations inside and outside the company…) when I came across Darrel Rhea’s post about selling a CEO on a new branding campaign.

So what compels them to invest in solving their brand problems? When a CEO perceives brand as tool to express his or her vision for the organization, they fully support it.

Yet another good example of applying empathic design (researching your audience and tailoring your work accordingly) in yet another context.