IBM conducted interviews with 765 CEOs working in 20 different industries and 11 geographic regions. What emerged from this research was an insightful piece of thought leadership called The Global CEO Study 2006. Our job? Get as many CEOs as possible to download the study. When you read the study, you realise that the 765 CEOs who were interviewed revealed their plans, their motivations, and, in some cases, even their company’s weaknesses. We said to ourselves, “Wouldn’t you like to be a fly on the wall for that interview?” That wasn’t too hard to hammer into a banner.