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......As can be seen from these examples, the CEO of the 21rst century needs to be much more cognizant of how they are defining their role in the organization as an agent of change (Kotter, Hesket, 1992) and less about the more transactional role of being authoritarian leader (Kochan, 2006)
An additional and critically important factor that CEOs would find completely different than a generation or two ago would also be their defining the direction of their organizational globally. Where in the past PR and marketing were careful to create a glossy-like branding image of the CEO and the company, today due to social networks the call is to be real, authentic and trustworthy (Bernoff, Li, 2008). The credibility of entire organizations is at stake relative to how CEOs handle themselves globally. For CEOs then the most important requirement is that they approach communications with every stakeholder outside their organization from the standpoint of authenticity and accuracy. While no CEO is obligated to tell everything they know about a given topic as confidentiality must be preserved in many situations, the CEO must strive to be authentic, transparent and trustworthy. CEOs who work towards these types of goals are inherently more

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