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Guidelines for CEO‐speak: editing the language of corporate leadership

Guidelines for CEO‐speak: editing the language of corporate leadership Purpose – The paper highlights the strategic importance of being alert to the power of the language and words used by CEOs in their various communications – their CEO‐speak. Design/methodology/approach – The paper employs a close reading analysis of several contemporary examples of one of the most significant genres of CEO‐speak – the CEO's annual letter to stockholders. Findings – Four perspectives important for understanding corporate strategy are highlighted: the importance of CEO‐speak as a linguistic marker of CEO narcissism; the revealing nature of metaphors chosen by CEOs; the potential rhetorical potency that arises from the way CEO‐speak is framed; and the significance of cultural keywords. Research limitations/implications – Case examples, such as the close readings in this article, possess the strength of specific instance detail and interpretation, and the ostensible weakness arising from interpretation of small samples. But such research may provide for a reframing of conceptual perspectives and practical approaches. Practical implications – The case examples and advice provided will help business executives and corporate stakeholders to monitor the quality of CEO‐speak, engage CEO‐speak more effectively for strategic purposes, and improve CEO text and leadership‐through‐language. Originality/value – Readers are reminded of the power of CEO text, the benefits of subjecting it to greater scrutiny, and are provided with some practical, operational advice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

Guidelines for CEO‐speak: editing the language of corporate leadership

Joel H. Amernic; Russell J. Craig
Strategy & Leadership , Volume 35 (3): 7 – May 15, 2007
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References (4)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570710745802
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper highlights the strategic importance of being alert to the power of the language and words used by CEOs in their various communications – their CEO‐speak. Design/methodology/approach – The paper employs a close reading analysis of several contemporary examples of one of the most significant genres of CEO‐speak – the CEO's annual letter to stockholders. Findings – Four perspectives important for understanding corporate strategy are highlighted: the importance of CEO‐speak as a linguistic marker of CEO narcissism; the revealing nature of metaphors chosen by CEOs; the potential rhetorical potency that arises from the way CEO‐speak is framed; and the significance of cultural keywords. Research limitations/implications – Case examples, such as the close readings in this article, possess the strength of specific instance detail and interpretation, and the ostensible weakness arising from interpretation of small samples. But such research may provide for a reframing of conceptual perspectives and practical approaches. Practical implications – The case examples and advice provided will help business executives and corporate stakeholders to monitor the quality of CEO‐speak, engage CEO‐speak more effectively for strategic purposes, and improve CEO text and leadership‐through‐language. Originality/value – Readers are reminded of the power of CEO text, the benefits of subjecting it to greater scrutiny, and are provided with some practical, operational advice.

Journal

Strategy & Leadership – Emerald Publishing

Published: May 15, 2007

Keywords: Chief executives; leadership; Metaphors; Narratives

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