Top management should naturally use all levers in a consistent, coherent and balanced fashion, taking into account the holistic and systemic nature of the chief executive officer’s (CEO) role. Consequently, overseeing the constant renewal of the business should be considered a central task of the CEO. As the environment’s growing complexity incites novel ways of doing things, business models have become increasingly important to discover, innovate, design and renew businesses and essentially transform the business dimension into a central task of the CEO. The context in which CEOs operate is changing dramatically. Greater variability among business model opportunities leads to greater competition among business models, which leads to the need for CEOs to focus on business model innovation. Business model design and innovation are gaining importance in the CEO’s scope of responsibilities. All the aforementioned tasks convey a design perspective: CEOs use business models to understand the logic, evaluate it and modify it to their advantage.