The Modern CEO

Christie Hefner says CEOs today must adapt to rapid change.

Hefner:    Well, most CEOs that I've been speaking to, you know, feel pretty convinced that 2009 is going to be a year that we're all going to just work on getting through, that it's a kind of hunker down year in which being as efficient as possible, being as productive as possible is going to be the hallmark of the year.  And, if we're surprised, it will be that we want to be surprised that the economy in general or in our sectors got better a little sooner.  So, we're sort of planning for, you know, really bad times and then hoping for slightly better times, and I think that that will affect how people budget, that will affect how people invest, that will affect our kind of a shortened horizon in terms of a close scrutiny of performance and agility to adapt and modify plans if performance isn't being realized.