The privilege of being a CEO in a modern company comes with a lot more responsibility than keeping an eagle eye on the balance sheet and battling competitors for market share.
These days, they have also have to contend with demands from investors, the media and customers for more transparency, which in turns leads to more scrutiny. That scrutiny increasingly involves zeroing in on the comments and activities of CEOs themselves.
What they do, can - and often does - affect their business, in terms of sales and the stock price.
According to CEO.com which created the infographic below, nearly 50% of a company's reputation can be attributed to the CEO, an increase of 20% since 1997.
There's no place to hide, whether you're a veteran grey-suited board member or a rock star entrepreneur.
See their guide on how to 'pump up your volume and 'pimp your profile'.
Thoughts on customer service, communication and, of course, reputation management.