Which CEO Are You?

Collage: Tolkien’s elven leader Elrond in his throne, Mary Poppins, Tony Stark with arms wide in front of mountains, Willy Wonka smiling, and Snow White clapping her hands. These represent CEO archetypes in Diana's article about leadership styles.
  • Willy Wonka, the Visionary

  • Mary Poppins, the Improver

  • Elrond, the Maintainer

  • Snow White, the Nurturer

  • Tony Stark, the Commercialiser

Wonka is all charisma: spreads excitement to a wide audience, gets the message heard, and knows how to wow you with the grand tour. Why shouldn’t the lift be made of glass and move in any/all directions?

Poppins can enter a room and take charge of the chaos, whip people and processes into shape, solve problems in imaginative ways. Why leave things as they are when they could be better?

Elrond is less concerned with making his mark and follows secure, familiar paths…not from cowardice, but from humility and willingness to learn from the past. He will support calculated risks and doesn’t seek glory for himself - he assembles a strong team. Why would you disrupt the natural order of things?

Snow brings a smile to the work, looking out for everyone - whether they are painfully shy or difficult to like. The needs of the group are of central importance to her - so much that she might struggle to say no. Why can’t everyone see the worth of each individual in the room?

Tony is business-smart, a builder, a strengthener. The books will get balanced, and brilliantly. My friend (CEO of the Poppins variety) reminded me to include this type on my list. Some charities prioritise business savvy when seeking to turn things around, so long as the leader still fights for justice. Why can’t you do good and do well at the same time?


Leaders come in many forms and flavours. Finding a role suited to your default mode is key. Even better if you can flex when the situation calls for it. For example, I sit somewhere between Improver and Visionary. I might need to scale back the improving in a time of change fatigue. 

Or, casting vision may not be welcome in “let’s hunker down and be pragmatic” times. But there’s only so far I wander from base-camp. Because the reality is, no leader can be all things to all people. Best to embrace what you’re good at. Whatever that is, there’s a place (and a theme song) for you.

Oh, and in case my list looks gender-constraining, fret not. We also have:

  • Ms. Frizzle, the Visionary (“Take chances, make mistakes, get messy!!”)

  • Robin Hood, the Improver (hands-on to reform a broken system)

  • Wonder Woman, the Maintainer (seeks no credit but holds everything together)

  • Geppetto, the Nurturer (sees potential, takes painstaking care; ultimately self-sacrificing)

  • Shuri, the Commercialiser (wicked smart and constantly innovating)


Do you have other types to add to my 5? Which leader are you and what’s your advice for playing the role well?

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