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I asked a couple of friends to name the people who instantlycome to mind if you say "boss." Their answers were: RichardBranson (Virgin); Rupert Murdoch (News International); SteveJobs (Apple); Silvio Berlusconi (Italian Prime Minister and busi-nessman); Sepp Blatter (FIFA); and Howard Hughes (HughesTool Company and Hollywood director, now deceased). What afascinating mixedbag! Quite apart fromthe fact that they eomefrom five different countries, they look very different and behavein their own idiosyncratic ways, which suggests that there can beno uniform characteristics of a CEO.