CEOs Who Run vs. CEOs Who Hide #LeadershipCommentary #Accountability

22 Apr 2026 · 1 min

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In this commentary, TJ Walker cites a New York Times report that major brands such as Burger King and Red Lobster, when facing public pressure, sent division heads rather than CEOs to address the crisis. He argues this practice reveals a fundamental misunderstanding of leadership, emphasizing that during moments of customer anger, employee confusion, investor nervousness, and regulatory scrutiny, stakeholders expect to hear directly from the CEO—the ultimate accountable figure—not a substitute spokesperson.

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According to reporting in the New York Times, when major brands like Burger King and Red Lobster faced public pressure recently, the people sent out to speak were not the CEOs. They were division heads like Tom Curtis and DeMola at Molken. Not the top person, not the one ultimately accountable, someone else. And that tells you everything you need to know about how many companies fundamentally misunderstand leadership. Because when a company is under fire, when customers are angry, employees are confused, investors are nervous, and regulators are paying attention, there's exactly one person stakeholders want to hear from. The CEO. Not a substitute, not a stand-in, not the senior vice president of explaining things, not the spokesperson, but the CEO. Ultimize.