It is an important part of the job of the CEO to say what the values of the company should be, and make sure that the company tends towards following those valu

It is an important part of the job of the CEO to say what the values of the company should be, and make sure that the company tends towards following those values. The culture then follows by that. It is allowed but insufficient for the ceo to declare that the company is to be more open or collaborative—they must also make sure that management below them are deciding things (eg distribution of work to teams, how performance is assessed) in ways which promote those values. And sometimes values do need to change quickly to change the focus of a business. Maybe VC money runs out and profitability becomes more important than growth. Setting values can distribute the work of changing a business across all its staff.