Business Book Awards 2026 Shortlisted in Smart Thinking category

The new reputation equity for diverse CEOs

People from diverse backgrounds struggle to land C-Suite jobs and their tenures are often shorter. One key but often overlooked reason for this is the failure to capitalize on reputation management and communication as an integral part of increasing diversity at the highest levels. We Need New Leaders helps aspiring leaders from diverse backgrounds to land and keep the top jobs.

Combining her MSc research with over 20 years’ professional experience, including several years leading a global executive communications team, Charlotte Otter shows how aspiring leaders can master reputation management as a bridge to success.

Beating the odds might seem hard, but the world needs a new and better cohort of leaders. Learn what you need to do to be seen and heard as the leader you are.

‘Shows how leaders can reshape themselves in practice.’ Rupert Younger, Director, Oxford University Centre for Corporate Reputation

‘A powerful call to action.’ Rosie Ginday MBE, CEO and Founder, Miss Macaroon

‘A must-read for aspiring leaders and those seeking to redefine the status quo in the C-Suite.’ Frank Wolf, Co-Founder and Chief Strategy Officer Staffbase, Author of The Narrative Age

‘A book that could change the world one leader at a time.’ David Pullan, Author of The DNA of Engagement

Charlotte Otter is an author, speaker and advisor. We Need New Leaders is grounded in her experience as a communications executive, as well as her novel research for her MSc in Change Leadership from HEC Paris. It is both a handbook and a manifesto for change at the leadership level.

‘..a vital and timely contribution to the conversation around leadership and diversity today. – Jess Rad, LinkedIn

‘Otter…breaks down the nuts and bolts—stakeholder mapping, message discipline, even how to team up with your comms lead—into bite-sized moves you can try on Monday morning. The real kicker, though, is the stories. Otter interviewed more than forty leaders from five continents, and their wins, face-plants, and “wish I’d known sooner” moments make every chapter feel like a shortcut you didn’t have to earn the hard way. – Amazon 5*

‘…a vital guide to help new leaders thrive and organisations create the set of circumstances where thriving is a reality and a competitive advantage. Never has a leadership book been more needed. – Amazon 5*

‘The book is more than just a leadership manual; it works as a powerful call to for a new generation of authentic leaders to rise and thrive on their own terms.’ Indian Management, June 2025

An insightful book, eloquently arguing for what should be obvious – but sadly is often not – which is that great leadership demands great engagement skills. CEOs are now also chief reputation officers for the organizations that they have the privilege to lead. Charlotte Otter’s tightly written analysis gives new currency to this old idea, highlighting the urgency of prevention rather than cure (or ‘vitamins rather than aspirins’ in Otter’s words) when it comes to building and protecting the perceptions that matter. Her call for new more neuro-diverse leaders to step up is urgent, powerful and timely. This book, jam-packed with great stories from interviews with over 40 people from different backgrounds, shows how leaders can reshape themselves in practice. It is a must read for the marzipan layer of emerging talent who are considering if they have what it takes to make the leadership leap. – Rupert Younger, Director, Oxford University Centre for Corporate Reputation

This book double clicks on a range of critical leadership topics and is enriched with real voices from diverse perspectives. As a chief communications officer, I know that trust and credibility are built over years and potentially destroyed in minutes. With increasing geoeconomic complexity, navigating this has never been more ‘interesting’. We Need New Leaders offers so many insights of value to any aspiring leader, but particularly for those looking to deepen their craft as a communications professional. How refreshing to read that authenticity and a focus on inclusion are valued leadership superpowers. – Lynette Jackson, Chief Communications Officer, Siemens

We Need New Leaders is a compelling call to action for a new generation of leaders who understand that navigating today’s complex landscape requires more than just competence – it demands authenticity, empathy and the ability to build trust through consistent, meaningful actions. Charlotte Otter’s insights on how reputation shapes leadership success provide a powerful guide for anyone looking to lead with purpose and impact. A must-read for aspiring leaders and those seeking to redefine the status quo in the C-Suite. – Frank Wolf, Co-Founder and Chief Strategy Officer Staffbase, Author of The Narrative Age

Careers are built on a strong reputation, and safeguarding it is far too important to be left to chance. We Need New Leaders provides valuable insights to every leader on how to actively manage their reputation by working closely with the communication team. – Hala Zeine, Chief Strategy Officer, ServiceNow

In today’s dynamic business environment, reputation isn’t just a corporate asset – it’s a leader’s legacy. We Need New Leaders dives into the vital partnership between CEOs and CCOs, highlighting how this collaboration shapes organizational resilience and reputation. As someone passionate about human-centred leadership and strategic communication, I found the insights on the CEO–CCO relationship and its unique ‘truth to power’ dynamic incredibly relevant for modern leaders. For those navigating the complexities of corporate reputation – especially leaders from diverse backgrounds facing unique challenges – Charlotte Otter’s book offers a thoughtful lens and actionable takeaways. A must-read for anyone committed to building trust and fostering influence in the C-Suite! – Monique Zytnik, Author of Internal Communication in the Age of Artificial Intelligence, Communication Strategist, and IABC EMENA Region Chair

Never has a book been more needed. In an age where we risk allowing those who shout loudest to get the largest rewards Charlotte Otter has provided a deeply researched and eminently practical treatise that both questions that fact and provides a way forward. While we might never put the ‘loudmouth leadership genie’ back in the bottle this book shows those who are subjected to it how they can question what is happening, and those who may be tempted down that road how to build authentic and sustainable engagement built on values driven trust. It’s a book that could change the world one leader at a time. – David Pullan, Author of The DNA of Engagement

In a world grappling with declining trust in leadership, We Need New Leaders emerges as a timely and vital guiding tool. In her book, Charlotte Otter masterfully blends insightful analysis with practical strategies, offering a much-needed roadmap for a diverse pool of aspiring CEOs. Drawing upon original research and numerous interviews, Otter illuminates the unique challenges faced by leaders from underrepresented backgrounds – challenges that often extend beyond competence and into the realm of reputation. An inspiring read, the book’s strength lies in its concise, actionable advice on building authentic reputations, fostering crucial relationships with communications teams, and navigating the complexities of modern leadership in a highly-charged environment. We Need New Leaders is not just a handbook; it’s a crucial manifesto for change. It’s a must-read for aspiring CEOs from diverse backgrounds, seasoned executives seeking to build more inclusive teams, and communications professionals working to create a more equitable and trustworthy leadership landscape. This book is a powerful tool for progress, and an essential guide, showing aspiring CEOs how to leverage reputation management to achieve and maintain top leadership roles. – Nthabiseng Makgatho, Brand Marketing Expert and Owner of Blinq Consulting

Reputation is an intangible asset for companies and for leaders. We Need New Leaders sets out a compelling manifesto and a path for leaders from diverse backgrounds – who face systemic and structural obstacles to leadership success and want to make a tangible difference to their companies, and their societies. Based on recent research as well as her experience leading executive communications at a global technology company, Charlotte Otter makes the case for leaders who are outside the norm to partner with their communication directors and teams. This cogent and timely book is a useful companion for leaders looking to build their reputations and secure career success. – Kathy Harvey, Associate Dean, Degree Programmes, Oxford Said Business School, NED and Board member

We Need New Leaders clearly highlights how reputation equity can help to break down systemic barriers for founders and CEOs from diverse backgrounds. You don’t often find a book on leadership communication that contains an entire chapter on communicating as a founder. I really enjoyed the combination of practical strategies and compelling insights in Charlotte Otter’s well-written and powerful book. – Dr Larissa Leitner, Co-Founder and MD of Empion

Reputation is an intangible asset for companies and for leaders. We Need New Leaders sets out a compelling manifesto and a path for leaders from diverse backgrounds – who face systemic and structural obstacles to leadership success and want to make a tangible difference to their companies, and their societies. Based on recent research as well as her experience leading executive communications at a global technology company, Charlotte Otter makes the case for leaders who are outside the norm to partner with their communication directors and teams. Th is cogent and timely book is a useful companion for leaders looking to build their reputations and secure career success. – Kathy Harvey, Associate Dean, Degree Programmes, Oxford Said Business School, NED and Board member

We Need New Leaders clearly highlights how reputation equity can help to break down systemic barriers for founders and CEOs from diverse backgrounds. You don’t often find a book on leadership communication that contains an entire chapter on communicating as a founder. I really enjoyed the combination of practical strategies and compelling insights in Charlotte Otter’s well-written and powerful book. – Dr Larissa Leitner, Co-Founder and MD of Empion

Distilling years of experience in her own role as a comms director at a global IT business, Charlotte makes the case for business leaders that are well, more like us. By that I mean developing a pipe-line of leaders who reflect the rich diversity of people across our communities. – Marc Thompson, Senior Fellow Strategy and Organisation, Oxford University

The best time to learn how to be a great leader is before you start leading; the next best time is now, with this book. Char- lotte Otter’s in-depth research and interviews with business leaders has resulted in this generous, indispensable volume on reputation building for current and future leaders. – Linda Sidzumo-Dietel, Digital Transformation Senior Manager, International Baccalaureate Organization

We Need New Leaders is a powerful call to action for fostering equity in entrepreneurship and corporate spaces. Highlighting the structural barriers faced by founders and CEOs with diverse identities, it offers practical strategies for building reputation equity, grounded in authenticity and meaningful connections. – Rosie Ginday MBE, CEO and Founder, Miss Macaroon

Achieving a diverse and resilient generation of leaders is essential for organizations navigating the realities of a complex world. Sustaining the success of leaders from diverse backgrounds calls for something more: an intentional effort to build trust both within and beyond their organizations. Building that trust is a collaborative process. A champion for the power of authentic communications to help organizations and their leaders thrive, Charlotte Otter uses real-world stories to show emerging leaders how a trusted partnership with their senior communications officer can help them to build their reputation and confi dence as an eff ective leader. We Need New Leaders makes the latest research and ideas about the future of leadership accessible, actionable, and personal. – Tara Montgomery, Leadership Coach and Founder/Principal, Civic Health Partners

Charlotte Otter’s We Need New Leaders really resonated with me. Even in the 21st century, we find able-bodied men of the majority race getting an easier time when pursuing a leadership role, while unreasonable expectations and judgements are levelled at anyone outside this archetype. We are also being limited by the paternalistic, bureaucratic ways we work. This book helps us rethink the system, with inspiring, real-world examples of people who have done just that, showing us that leadership can be inclusive, authentic, even vulnerable – and, most of all, human. Intelligently and thoroughly researched, Charlotte shows that there is no single mould of leader, and why going against the archetype can work effectively for organizations. She provides a practical toolkit on how new leadership models can create new strengths, and her way of considering reputation equity helps us rethink what makes a truly strong organization that is united in its goals and purpose. – Jack Yan, CEO Jack Yan & Associates, Co-Chair Medinge Group

In the age of AI, reputation management has become more critical than ever, and this starts with the reputation of the leader. We Need New Leaders provides invaluable, research-backed industry insights and pragmatic advice for emerging and established leaders on how to develop their own reputation building blocks using strategic communications and effective stakeholder engagement. – Katja Schroeder, Senior Lecturer, School of Professional Studies, Columbia University

Charlotte Otter’s We Need New Leaders is more than just a book; it’s a rallying cry for anyone ready to build leadership based on equity, empathy and engagement. In our ever-changing world, Charlotte boldly argues for a new kind of leadership that meets today’s challenges head-on. With her extensive background in reputation management and leadership transformation, she shows us why diversity, inclusion and a strong sense of leadership identity are essential. The book is filled with real-life stories, research and insights from various leaders, making it both inspiring and practical. Whether you’re a leader looking to evolve, a communicator shaping essential conversations, or someone who wants to drive meaningful change, Charlotte provides the tools you need. – Advita Patel, CEO and Founder CommsRebel, Communications and Inclusion Strategist

In a world that actively seeks authentic leaders who reflect the diverse fabric of our global community, Charlotte Otter’s We Need New Leaders emerges as a symbol of hope. This book effectively underscores the urgent need for leaders who represent our society’s myriad backgrounds, ethnicities and cultures. Charlotte’s insightful analysis of reputation management provides a valuable framework for aspiring leaders who wish to cultivate trust and navigate the complexities of leadership. Her emphasis on the interplay of character, coherence and competence is crucial for anyone aspiring to create a lasting impact. – Vikas Goel, Director, Shiker Consulting

We are living in unprecedented times, confronting challenges that are both urgent and complex. Now more than ever, from business to non-profit and especially in government, We Need New Leaders. This book offers a transformative and essential guide for new and emerging leaders. Charlotte illustrates how words matter – leadership is not just about action but how we communicate those actions. Recognizing the systemic hurdles that diverse leaders face in their journeys, this book serves as a dynamic tool to help navigate the many obstacles along the way. Emerging leaders will explore how to weave together effective communication with an authentic sense of self in order to inspire change, build trust and create long-lasting impact. – Aparna Bhasin, Founder, Coach and Facilitator, Aparna Bhasin Consulting

From her experience in the front lines of leadership at an international Fortune 500 company, research on communications approaches and theory, and through candid interviews with a diverse set of communications leaders, Charlotte Otter provides a thorough and compelling analysis of the change that we need to see in leaders. Her exploration of how leaders can move away from toxic, unhealthy practices and can bring their whole selves to work and embrace authenticity and their identities is refreshing. I only wish I could have read this decades ago when embarking on my own leadership journey. – Daniel Atlin, Strategy Consulting and Executive Coach, DJA Sensemaking

In today’s world dominated by social media, reputation is everything. And managing reputation – the intersection between how you show up and how you talk about it – is critical for any leader, senior or aspiring. But this cannot be done without understanding its mechanics. Drawing from over 40 interviews with leaders from diverse backgrounds, Charlotte helps us recognize patterns in individuals who have managed reputation proactively to keep and land top jobs. We Need New Leaders is an invaluable resource for any CEO or founder, especially if you do not fit the archetypical mould. At the end of the day, reputation is all about perception, and it’s only leaders who look like the traditional leadership norm that have the privilege of not thinking about it. – Amanda Nolen, Advisor, Investor, NED

• Cover
• Title
• Copyright
• Contents
• Foreword
• Notes for the reader
• Introduction
• Part 1 New leadership priorities
  • 1 The leadership crisis
  • 2 Diversity still matters
  • 3 Finding the leader within – landing or creating a dream job
  • 4 Finding the right culture – keeping a dream job
• Part 2 New relationship metrics
  • 5 Understanding reputation
  • 6 Understanding corporate versus CEO reputation
  • 7 Reputational risk and crisis management
  • 8 Building a relationship to manage reputation
• Part 3 New reputation equity
  • 9 Creating your reputation equity
  • 10 Reputation equity for non-CEOs
  • 11 Reputation equity for founders – when you’re both CEO and CCO
  • 12 Towards new leaders
• Acknowledgements
• Resources
• Notes
• Bibliography
• Index

FORMAT / ISBN / PUBLICATION DATE / RRP

Hardback / 9781788607629 / June 3, 2025 / £27.99

Paperback / 9781788607636 / June 3, 2025 / £17.99

Ebook / 9781788607643 / June 2, 2025 / £7.99

Paperback and eBook Bundle / £20.49

Charlotte Otter

Charlotte Otter is a career communicator, two-time novelist and former journalist. We Need New Leaders is grounded in her experience observing and working with global leadership at the closest quarters, as well as her original research for her MSc in Change Leadership from HEC Paris. It is both a handbook and a manifesto for change at the leadership level.