Why every CEO must also be a chief repetition officer

CEOs and founders often live and breathe their business; for many, their company is their life work. Thus, they could have a passion that doesn’t easily translate to those around them. They could find themselves thinking, “It’s so clear to me. Why isn’t it clear to my team?” Truthfully, our employees—even the most loyal ones—will never have the same level of passion, understanding, vision, or commitment that we do for our business. 

Take, for example, this metaphor that I recently heard. If a chicken and pig both need to contribute to breakfast, the pig will give bacon—its life—while a chicken will give only an egg. A CEO is like the pig here: all in, fully committed, will give everything for the vision. Employees on the other hand are like the chickens here: yes they will show up and contribute a little, but their entire life isn’t wrapped around this. This difference in commitment levels is precisely why we, as leaders, must repeat ourselves far more than we might think we need to.

Don’t Order. Pause and Ask.

Constantly repeating ourselves means wearing the hat of “Chief Repetition Officer.” In my experience, it is one of the most underrated and essential leadership skills for CEOs to develop. Why? Because ordering employees around with “Go do this. Go do that.” is not effective, and neither is giving quick or dismissive responses. These kind of actions don’t make employees feel safe or willing to speak up. Instead we must pause to ask, “Do you have any questions? Do you understand what we’re trying to do here?” Employees need your patience, encouragement, and clear and open communication. This helps them feel heard and seen while they align with your larger vision.

Help Employees Internalize It

It’s also important to note that while we instinctively know our goals, it takes time for others to internalize them (not to mention, everyone absorbs information differently). Thus, leaders need to make their goals a part of their team’s vocabulary by bringing them up all the time—in meetings, in one-on-ones, in company messages, and even in informal conversations. How? Be clear about your “North Star,” the big picture of where you’re headed. Establish an open-door policy. Encourage questions. Clarify when needed. Reinforce your “why.” By continuously emphasizing and repeating your mission, you will create a shared sense of purpose and embed your vision across all levels of the company.

In short, don’t assume your team “just gets it” after one conversation. Embrace the role of Chief Repetition Officer, and remind your team often of the vision, the goals, and the path forward. When you do, you’ll foster alignment, commitment, and unity—traits every company needs to thrive. And remember, the goal is not to have employees who merely repeat the vision but employees who truly understand and integrate it into their daily work.

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