(CNN) — In American business great CEOs embody their companies. They persuasively connect their companies’ brands to the emotions, desires, aspirations and, yes, the fears and challenges of consumers — men and women alike. Jack Welch of General Electric, Roger Enrico of PepsiCo, Howard Schultz of Starbucks, Steve Jobs of Apple all come to mind.
A great CEO is a company’s No. 1 salesperson.
Yet Microsoft CEO Satya Nadella has showed himself as just the opposite, last week whipping up the justified anger of women in the workforce with advice that they should wait patiently for pay raises.