What Does a CEO Actually Do?
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8 Essential Responsibilities Every Future Leader Must Know
¡Qué tal, future CEOs and dream chasers!
Listen up—you're probably scrolling through social media right now seeing all these "successful entrepreneurs" flashing their Lambos and private jets, thinking that's what being a CEO is all about. Spoiler alert: it's not.
When I took the leap to become CEO of 787 Coffee, I thought I knew what I was signing up for. Boy, was I wrong. This journey has been the most challenging, rewarding, and eye-opening experience of my life—and it's taught me what real leadership actually looks like.
Being a CEO isn't about flexing on Instagram or having the biggest office in the building. It's about waking up every single day with the weight of your team's livelihoods on your shoulders, making decisions that could make or break your company, and having the courage to bet on yourself when everyone else thinks you're crazy.
The real talk? Most people have zero clue what a CEO actually does day-to-day. They think we just sit in meetings, make big speeches, and count money. The reality is way more complex, way more stressful, and honestly, way more fulfilling than any highlight reel could show you.
In this no-BS guide, I'm breaking down the 8 core responsibilities that define what it means to be a CEO—not the glamorous stuff you see online, but the real, gritty, behind-the-scenes work that separates successful leaders from wannabe entrepreneurs. If you're serious about building something meaningful and leading people, this is your roadmap.
Ready to get real about what leadership actually takes? Let's dive in.
This is a Real Talk Edition Blog Article - Take Notes, learn actively!
1. Vision Creator & Chief Storyteller
Look, anyone can have an idea. But as CEO, you're the one who has to paint that vision so clearly that your team, investors, and customers can see it too. I'm not talking about some fluffy mission statement hanging on a wall—I mean the kind of vision that gets humans out of bed excited to work.
Here's the real talk: as a CEO, you must have complete clarity on where you're taking your company. Not "kind of know" or "have a general idea"—I'm talking crystal clear, laser-focused understanding of your destination. When we started with 787 Coffee, I didn't just want to sell coffee. I had a vision of connecting Puerto Rico's rich coffee heritage with the world, creating jobs for our farmers, and building a brand that our beautiful island of enchantment and all LATINOS could be proud of. That vision became the North Star for every decision we made.
But having the vision is only half the battle. The other half? Communicating it so powerfully that others can't help but get on board. Every day, I'm not just running operations—I'm painting the picture of where 787 Coffee is heading, why our mission matters to our communities, and exactly how we're going to get there. Whether I'm talking to a potential investor, onboarding a new team member, or speaking at a conference, I'm constantly reinforcing that vision.
Think about it: your team spends 8+ hours a day working toward something. If they don't understand the bigger picture, if they can't see how their daily tasks connect to something meaningful, you're going to lose them. Great humans want to be part of something bigger than a paycheck. They want to know their work matters.
And here's what most entrepreneurs miss: your vision has to evolve and get more detailed as your company grows. What started as "great coffee from Puerto Rico" became "revitalizing Puerto Rico's coffee industry while creating sustainable economic opportunities for farmers and building a globally recognized brand that represents the best of our culture." Same core vision, but now it's detailed enough to guide major strategic decisions.
If you can't articulate your vision in a way that makes investors write checks, makes top talent want to join your team, and makes customers become evangelists for your brand, then you're not ready to be a CEO. Because at the end of the day, if you can't sell your vision, you can't sell anything.
2. Chief Problem Solver (Literally always making sh*t happen)
Here's the truth nobody tells you: as CEO, every single problem eventually lands on your desk. Customer complaints, our co-workers issues, supply chain issues, cash flow problems—you name it. But here's what separates real leaders from pretenders: how you handle these challenges defines who you are.
When our coffee shipment got stuck at customs for three weeks, I didn't just make phone calls—I drove to the port myself, sat with the customs officials, and figured out exactly what documents we needed. Why? Because our farmers in Puerto Rico were counting on us, and our customers deserved that fresh, quality coffee they expected. That's the level of passion and commitment required.
Here's what I've learned: every problem is an opportunity to show your humans what you're made of. When a key team member quit during our busiest season, I didn't panic or blame anyone. I rolled up my sleeves, jumped behind the espresso machine, and worked 16-hour days until we found the right replacement. Your team is watching how you respond under pressure—are you the type of leader who runs toward problems or away from them?
The reality is brutal: there's nobody above you to pass the buck to. That supply chain crisis? Yours to solve. That unhappy customer posting negative reviews? Your responsibility to make it right. That team conflict affecting productivity? You're the one who has to have those difficult conversations and push your humans toward greatness.
But here's the beautiful part: when you embrace this responsibility with passion and humanity, when you show your team that no problem is too big or too small for you to tackle personally, you create a culture where everyone takes ownership. Your humans start solving problems before they reach your desk because they've learned from watching you that this is what excellence looks like.
3. Culture Architect & Team Builder
Company culture isn't some HR buzzword—it's the DNA of your business, and as CEO, you're the one who determines whether that DNA is strong enough to survive and thrive. You're not just hiring humans; you're building a team, a tribe of beautiful humans that are hungry to learn and push themselves to GREATNESS - they will push each other toward greatness every single day.
At 787 Coffee, I learned early that culture starts with the founder's passion and spreads like wildfire. When I'm on the farm at 5 AM talking with our coffee farmers, when I'm staying late to perfect a new roast profile, when I'm celebrating every small win with genuine excitement—my team sees that. They feel that energy. They understand that we're not just selling coffee; we're honoring the legacy of Puerto Rican agriculture and creating something our ancestors would be proud of.
Here's the real deal: one toxic person can destroy the energy of an entire team faster than you can imagine. I've seen it happen. You hire someone with great skills but the wrong attitude, and suddenly your passionate, collaborative environment becomes negative and competitive. That's why I'd rather have a human with 70% of the technical skills but 100% of the heart than someone who's technically perfect but doesn't align with our values.
But when you get it right? When you surround yourself with humans who share your passion, who push each other toward excellence, who genuinely care about the mission? That's when magic happens. Your team starts going above and beyond not because they have to, but because they want to be part of something special.
Every hire, every meeting, every decision you make is either building the culture you want or tearing it down. There's no neutral. You're constantly modeling the behavior you expect, celebrating the values that matter, and sometimes making the tough call to let someone go who isn't growing with the family. Your job is creating an environment where great humans can do their best work and push each other to levels they never thought possible.
4. Financial Steward & Strategic Resource Allocator
Let me be crystal clear: if you can't read financial statements, you have no business being a CEO. But more than that—you need to understand every dollar that flows through your business with the same passion you have for your product.
Here's what most entrepreneurs miss: money isn't just numbers on a spreadsheet. Every dollar represents someone's trust in your vision. When our farmers invest their time and energy growing our coffee beans, when investors write checks, when customers choose us over competitors—they're betting on our ability to be smart with resources and deliver results.
Should we invest in new roasting equipment or hire more humans for our farm operations? Should we expand to new locations or focus on perfecting our existing coffee shops? These aren't gut-feeling decisions—they're calculated choices based on data, cash flow projections, and deep understanding of what will push our business toward greatness.
I spend hours every week analyzing our numbers, not because I love spreadsheets, but because I'm passionate about making smart decisions that benefit everyone in our ecosystem. Our farmers need to know we're financially stable enough to keep buying their crops. Our team members need to know their jobs are secure and there's room for growth. Our customers need to know we're investing in quality and innovation.
The humanity aspect is crucial here: behind every financial decision are real humans whose lives are affected. When we decided to invest in better processing equipment for our farm, it wasn't just about efficiency—it was about creating better working conditions for our team and ensuring our farmers get paid fairly for premium quality beans.
You have to balance aggressive growth with smart risk management. Push for greatness while maintaining the financial foundation that keeps everyone secure. It's a delicate dance that requires both analytical thinking and deep care for all the humans depending on your success.
5. Chief Sales Officer & Brand Ambassador
Whether you like it or not, you ARE your brand. Every interview, every social media post, every conversation at a networking event—you're selling your company, your vision, and your passion to the world.
But here's what separates authentic leaders from fake influencers: real sales comes from genuine passion for what you're building. When I talk about 787 Coffee, I'm not reading from a script. I'm sharing the story of our farmers, the pride I feel in our Puerto Rican heritage, and the excitement of building something that creates real value for real humans.
I've closed deals in coffee shops, sealed partnerships at conferences, and turned skeptics into believers just by sharing our story authentically. But it only works because the passion is real. When you truly believe in your mission, when you've experienced firsthand the positive impact your business has on humans' lives, that authenticity comes through in every conversation.
Here's the truth: people don't buy products—they buy stories, emotions, and connections. When I tell someone about the farmer who increased his income by 40% working with us, or the customer who said our coffee reminds her of her grandmother's kitchen in Puerto Rico, I'm not just selling coffee. I'm sharing the human impact of what we've built.
Your job is to push yourself and your team toward greatness in storytelling. Train your humans to understand not just what you sell, but why it matters. Create experiences that make customers feel connected to your mission. Build relationships with partners, media, and influencers who share your values and want to help amplify your impact.
Remember: you can have the best product in the world, but if you can't communicate its value with passion and humanity, you're dead in the water. Every interaction is an opportunity to create a new advocate for your brand.
6. Decision Maker & Strategic Planner
Here's what they don't tell you about being a CEO: most critical business decisions have to be made with incomplete information, under pressure, while everyone's looking to you for answers. But that's exactly where great leaders separate themselves from wannabes.
Should we launch that new cold brew line? Should we partner with that distributor who's pushing us for an exclusive deal? Should we pivot our marketing strategy based on changing customer behavior? Every day brings decisions that could change the trajectory of your company, affect your team's livelihoods, and impact the farmers and communities depending on your success.
Here's my approach: I gather as much data as possible, consult with my most trusted humans, and then I make the call with conviction. Analysis paralysis will kill your business faster than a imperfect decision executed with passion and commitment.
When we decided to expand from Puerto Rico to the mainland US, I didn't have guarantees. I had market research, financial projections, and gut instinct based on years of understanding our customers. But most importantly, I had clarity on our vision and confidence that our team had the passion and skills to push through whatever challenges came up.
The key is making decisions that align with your core values and long-term vision, even when the short-term path isn't crystal clear. Every strategic choice should move you closer to greatness, should create more value for the humans you serve, and should honor the trust that farmers, employees, and customers have placed in your leadership.
Sometimes you'll make mistakes. I've made plenty. But decisive action with course corrections along the way will always beat perfect plans that never get executed. Your humans need to see you making bold decisions with confidence, because that's what gives them permission to push boundaries and strive for excellence in their own roles.
7. Talent Developer & Performance LEADER/COACH
Your success is 100% dependent on your team's success. Period. That means you're not just managing humans—you're investing in their growth, pushing them toward their potential, and creating an environment where they can achieve greatness they never thought possible.
I've learned that every person on your team has unique strengths, dreams, and challenges. Your job is to understand what motivates each individual human, what skills they want to develop, and how their personal goals align with your company's mission. When someone on our farm team showed interest in learning about coffee roasting, we didn't just say "that's not your department." We created opportunities for cross-training because passionate, curious humans make businesses stronger.
Here's the real talk: you'll have to have uncomfortable conversations with underperforming team members. But approach these conversations with humanity and genuine desire to help them succeed. Sometimes that means additional training, clearer expectations, or different role responsibilities. Sometimes it means making the difficult decision to let someone go who isn't growing with the company.
But when you get it right? When you help a shy team member develop confidence to lead customer workshops, when you mentor someone from entry-level to management, when you see your humans achieving personal goals while contributing to company success—that's the most rewarding part of leadership.
I celebrate every win, big and small. When our head roaster perfected a new blend, when our social media manager's campaign drove record engagement, when our farm operations manager implemented a process that improved efficiency—I make sure the whole team knows about these achievements. Recognition and appreciation fuel the passion that pushes everyone toward excellence.
Your humans want to grow, learn, and contribute to something meaningful. Your job is removing obstacles, providing resources, and creating challenges that stretch their abilities while supporting their success.
8. Chief Risk Manager & INNOVATOR
Every business faces crises—it's not if, it's when. And as CEO, your ability to anticipate risks, prepare for worst-case scenarios, and lead your humans through uncertainty with passion and clarity determines whether your company survives and thrives.
COVID-19 nearly killed our retail locations overnight. Supply chain disruptions threatened our coffee sourcing from the farm. Market downturns affected our expansion plans. Economic uncertainty made customers more cautious about spending. Each crisis tested not just our business model, but our character as leaders and our commitment to the humans depending on us.
Here's what I learned: when everyone else is panicking, you have to be the calm voice that says, "Here's what we're going to do." Your team needs to see you facing uncertainty with the same passion and determination you show during good times. They need to know that you're thinking three steps ahead, that you have contingency plans, and that you'll fight for their jobs and the company's mission no matter what.
But crisis management isn't just about reaction—it's about preparation. I spend time regularly thinking about potential risks: What if our main coffee supplier has crop issues? What if new regulations affect our operations? What if economic conditions change customer behavior? Having plans ready doesn't mean being pessimistic; it means being responsible to all the humans counting on your leadership.
The beautiful thing about navigating crises with passion and with the human by human mantra in mind is that it builds incredible resilience in your team. When we had to temporarily close locations, our humans stepped up in ways that amazed me. Baristas became online customer service experts. Farmers helped with packaging and shipping. Everyone pushed toward solutions because they'd seen me fighting for the company's survival with everything I had.
Great leaders don't just manage risks—they turn challenges into opportunities for growth, innovation, and stronger team bonds. Every crisis you navigate successfully with your humans makes your company more resilient and your team more confident in your leadership.
Your Future Starts Now.
The journey to becoming a CEO is a marathon, not a sprint. We love to say paso a pasito avansamos un poquito (step by step we advance a little) I am so honored to be a leader and disruptor of the coffee world with 787 coffee. it is truly a dream I never wake up from and so grateful for everyone that has supported us over the years. Understand the world It's filled with challenges, setbacks, and incredible victories. But with every new idea, every small business you start, and every risk you take, you are building the foundation of your future. The world is waiting for YOUR vision to come to reality. So, what are you going to build? Go out there and start creating something amazing. I'm rooting for you!!!
-Lets do this make a decision to make shit happen today.
Let's get to work. 💯
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3 Easy Steps to Apply CEO Thinking in Your Life Right Now
Step 1: Create Your Personal Vision & Communicate It Just like a CEO needs a clear company vision, you need to know where YOU'RE going. Write down what you want to achieve in the next 1-3 years (school, work, relationships, personal growth) and make it specific. Then start talking about it! Share your goals with friends, family, teachers, or coworkers. When you can clearly explain your vision and get others excited about supporting you, opportunities start showing up. Whether you're applying for college, looking for a job, or starting a side hustle, people want to help humans with clear direction and passion.
Step 2: Take Full Ownership of Your Problems Stop making excuses and start looking for solutions. Bad grade on a test? Don't blame the teacher—figure out how to study better next time. Drama with friends? Address it directly instead of talking behind their backs. Not getting the opportunities you want? Ask yourself what skills you need to develop or what actions you need to take. CEOs can't pass the buck, and neither can you if you want to level up your life. Every problem is a chance to prove what you're made of.
Step 3: Invest in Others & Build Your Team Success isn't a solo game. Start helping classmates with projects, mentoring younger students, supporting your friends' goals, or volunteering in your community. When you genuinely care about other people's success and push them to be their best, they'll do the same for you. Build relationships with teachers, coaches, mentors, and peers who share your values and ambition. Your "team" might be study partners now, but these relationships often become your business partners, job references, and lifelong supporters later.
The bottom line: Start thinking like a leader now, even if you're not "in charge" of anything yet. These habits will set you apart and prepare you for bigger opportunities.
Let’s simplify the concepts:
A CEO is like the main player in a huge, multiplayer video game. Their job is to guide the team and make sure everyone works together to win.
Setting the Quest: The CEO decides the main quest or mission for the game. Are they trying to rescue a princess, build a giant city, or defeat a dragon? That's the company's vision and strategy. They set the goal so everyone knows what they're fighting for.
Building the Team: The CEO can't do it alone. They're in charge of finding all the best players for the team—the warriors, the healers, the mages—and making sure they all have the best gear to do their jobs. This is like hiring top talent and creating a great company culture.
Managing the Gold: In every game, you need money to buy stuff. The CEO is in charge of the team's gold and coins. They make sure there's enough to pay for all the gear and power-ups, and they make smart choices about where to spend it to get the biggest advantage. This is like managing the company's finances and securing funding from investors.
Making the Big Moves: The CEO has to make the most important decisions in the game. Do they go left or right? Do they attack the monster or try to sneak past? These are the big calls that can change everything. They listen to what the other players say, but ultimately, they have to press the button to make the final move.
Being the Team's Face: When the game is in the news, the CEO is the one who talks to everyone and tells the world how awesome their team is and what they're trying to accomplish. They're the face of the company, like the main character on the cover of the video game box.
The CEO is the leader of the game, making sure the team is ready for anything and that they have what it takes to WIN!