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A CEO who thinks of themselves as the top executive is doomed to failure. The only four ways to succeed as a CEO are to act as chief enabler, enforcer, enroller or customer experience officer. This is the final choice flowing from your overall strategic choice, which dictates your choice of culture, organization, how to operate and the CEO’s role.

With a design-focused strategy and a specialized organization, the “E” in CEO should stand for Enabler. The CEO’s job is to be the designers’ and inventors’ chief supporter and chief freer. They should do whatever it takes to inspire and enable designers and inventors to design and invent, and everyone else to help them do so.

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