The research is clear: stakeholders want to hear from the CEO. Why? Because they expect the CEO to have the final word on the intentions of the organization, and they trust them to be truthful. Used well, the CEO can offer a massive boost in the profile and the reputation of the brand. On the other hand, an unguided missile can cause irreparable harm to the brand. For 15 years, FINN has worked with CEOs, board members and entrepreneurs with internal and external communication.