... Inver-ness had all systematically defined the processes of NGPcreation and the roles of the various participants. The CEO framed the challenge. The executive team selected the CGO, created the unit, established ... Some-times, the COO is expected to make the CEO more effec-tive or more complete. Often, the plan is for the COO ulti-mately to fill the CEO’s shoes. But in all of theseconstructions, the CEO is the ... cam-paigner? A centrist? It all depends on the other half of the equation, the first name on the ticket. This, then, is whyCOOs remain mysterious as a class: The role is struc-turally, strategically,...