The CEO's second duty is building culture. Work gets done through people, and people are profoundly affected by culture. A lousy place to work can drive away high performers. After all, they have their pick of places to work. And a great place to work can attract and retain the very best.
Culture is built in dozens of ways, and the CEO sets the tone.
Clothes send signals about how formal the workplace is. Who she talks to signals who is and isn't important. Who she fires, what she puts up with, and what she rewards shape the culture powerfully. A project team worked weekends launching a multimedia web site on a tight deadline. Their CEO was on holiday when the site launched.