Not every company exec is going to be a recognized face/brand/persona. There are many many many insanely successful ones people have no idea who they are, even if they know the products and company. The big difference is those that have a persona known by the MEDIA - and become something to report about or tell stories about.
Some want to be that larger than life person.. who with the stroke of their hand.. makes great things happen. Or at least tell the world that's what is happening. The other 99.9% are focused on their credibility and inspiration at the employees and the investor circles.
People fall into the trap that companies require a flambouyant persona at the helm. That really isn't true and more often than not 'news' about the CEO is typically distracting rather than complimentary.
You don't want a cold stiff at the helm.. because even internally no one will believe in their agenda.. but you don't need a Steve Jobs persona where people want to stalk him or write news about every minutia of his life.
Execs tend to fall into 4 categories...
- The sales guy - slick, spins anything, can't find anything bad to say unless its about his compensation
- The ops guy - the stiff numbers guy who is all about performance of business metrics and focusing on those.. and how to move those first.. products are to move the metrics.. not products move the company
- The creative guy - idealistic, form over function, doesn't care how it gets done, believes good things will come regardness.. etc
- The entrepreneur - the 75hr a week guy who built the thing from scratch knows what he wants and resists conforming to big business demands
Often what type of leader you want depends on your products and where your company is in it's growth vs mature stable phase, etc.
I don't have a problem with Iger not being the happy face introducing things to me on ABC Sunday nights.. I don't need that. They have people like Lasseter, Baxter, and others that can do that.
CEOs do not NEED to be the product innovators.. and generally they shouldn't be in large stable companies. They should be setting direction, priorities, and ensuring execution. Not micro-managing the talent they pay to do actually do the creative job.
CEO is a business position - not a creative one.