Leading business bloggers say the perceived authenticity of a CEO plays a critical role in how they assess a leader's abilities and performance overall, according to interviews conducted by the 10 company and Gotham Research Group.

CEOs who are perceived as inauthentic are viewed as not only less likeable than authentic CEOs but also less capable and less effective leaders, the interviews found.

Below, other findings from The Value of Authenticity: Managing Bloggers' Perceptions of the CEO, a report based on in-depth interviews with 10 institutional bloggers who cover corporate and business news for top-tier national, regional, and trade news outlets.

CEOs in the financial and banking industry were consistently rated by the interviewed bloggers as "less likely to be authentic."

Bloggers' observations of high-profile CEOs in that industry (as well as their perceptions of the culture in the financial sector in general) lead them to believe that such CEOs tend to be "tone deaf and scripted," according to the report.

The interviewed bloggers most often rated the following CEOs as authentic: 
  • Warren Buffett ("He's a straight shooter.")
  • Steve Jobs ("He was always himself, even if it rubbed people the wrong way.")
  • Ray Kroc ("He wasn't in some Ivory Tower; he was out in the field all the time.")
  • Herb Kelleher ("His door was always open—I think he ate with lunch with his employees every day.") 

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