Why CEOs and leaders need to perform an Ambassador role One of the most important things leaders must do in order to build a high performing culture is to activate the pride within their employees. Pride for their team, their product, their manager and pride for their company. Within this, a key to activating pride is the leader's Ambassador role. For if the head of a company doesn't have a face, it is a faceless corporation. And faceless corporations are very difficult to trust.  This week we discuss the five parts of the leader's Ambassador role and why CEOs and leaders need to understand and perform the role of an Ambassador in their business.