As a Chief Executive Officer everything you say and whatever you do attracts attention inside and outside the office. Whether the times are ordinary or extraordinary; economy is soaring high or lying low – you need to face the heat or shake the champagne as the case may be.

At times like these, you will be tested to the core. Employees, customers and stakeholders can’t help probing and dissecting your actions and non-actions.  New market positioning, re-positioning, new market entry, market expansion, service line extensions, new products, ramping up, down sizing, right sizing – you name it – all your actions will face severe criticism. “How do you handle criticism?” asked a young CEO during a network dinner?

I narrated an old story to drive home my point. The story of a chief executive officer who visited a saloon just before his business trip to Rome, Italy…

On hearing this, the barber commented: “Rome is an awful city to live in.” And asked the CEO, “What airline are you taking?”

CEO: “ABC Airways.”

Barber: “What an awful airline! Planes never come in time, cabin crew is not friendly and food is extremely bad!!” And quizzed further, “Where are you staying?”

CEO: “XYZ Hotel.”

Barber: “Why did you pick that – you will sure complain about the air-conditioner and the door knobs! There is a much better hotel 45 degree north!

CEO: “Hmmm… this is a big business deal and I hope to win it. Also, I hope to meet the pope.” 

Barber: “But why do business in Italy? France is a better option. And remember only VVIPs can meet the pope. Consider yourself lucky if you get to meet him.”

After a month, the CEO visited the same saloon…

Barber: “Welcome, how was your business trip?”

CEO: “Excellent! I liked Rome, had a good flying experience and good stay. The deal is through and I also met the pope.”

Barber: “Met the pope? I can’t believe this… tell me more…”

CEO: “I bent down and kissed his ring… I was lucky enough.”

Barber: “Is it? What did he say?”

CEO: “He looked down at my head and said, ‘My son, where did you ever get such an awful haircut?”

So you can choose to ignore criticism or confront it or defend yourself or put a critic in his place through humor. But you need to keep in mind that you are the Brand. And branding is all about what you say and what you don’t say. Equally important is how you say it or express it.