Let me give you a very strong reason, the CEO sets the culture...not the other way around. The HC of the football team @ a major D1 institution IS the CEO of the athletic program from a public perspective. Ask 100 people who the coach is for Ohio State versus the AD for Ohio State. You will clearly see who the culture setting figure of the program is. SOS forever changed the culture of UF athletics. UM built on it and expanded it. The last two coaches have degraded it. To say that people who NEVER get in front of a camera, NEVER meet a recruit, NEVER get interview at half time of post game, NEVER have a midweek call in show, NEVER have to answer for W/L's.....to say those people set the culture of your program is absolutely comical. While in THEORY...it may be an approach that is written in a manual somewhere, in PRACTICALITY, the culture of an org is established, affirmed, and lived out by its most public figures. I can't tell you how many times we have looked for a C level executive for a company to "come in and change the culture" or "get us back to our core principles". Let's not have the tail wagging the dog here. I can give you dozens of examples where LEADERS ESTABLISH CULTURE, not the other way around.