This gentleman was the exception.
Usually it isn't best to turn the CEO into a commercial spokesperson -- even if he or she is wildly enthusiastic about the idea and likely to become your new best friend.
The vast majority of company presidents lack the time, interest, and skill to become the talent.
And most of the time there's a better idea out there that doesn't involve the woman or man who happens to run the company.
Forgive the analogy, but it's sorta like getting into bed with the Mob: Once you get started, it's extremely hard to get out -- unless you think it's easy to fire a president.
What do you think?