Unlike all other c-level positions, the word “Executive” does not tell us what a CEO is responsible for. It is the odd man out. A more appropriate title is Chief Vision Officer (CVO). My job is to define, embrace and protect our company’s vision and Just Cause of bettering our planet. This is accomplished by taking accountability for deciding when short-term finite costs are worth it to advance our infinite vision. I am responsible for ensuring our employees are fulfilled, and that their well-being is put far ahead of the bottom line. I want everyone to know WHO we are and what we stand for well before they know what we do.