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One member of the leadership pair, typically the CEO, fills this role. The CEO could be an external hire, typically brought in early, or a founding member. Meg Whitman was brought in early - Microsoft's Bill Gates, Starbucks' Howard Schultz, and Nike's Phil Knight are founding members. The role of the outside leader depends on the value proposition of the company. Nike's Phil Knight was a showcase of breakaway marketing leadership. Knight constantly pushed the boundaries - and changed the ground rules. Instead of marketing shoes, he marketed the athletes who wore the shoes and what they achieved in their Nikes.
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