Eric's approach to understanding activism is to build what social scientists call a "process model." This means that he approaches CEO activism not as a static role or a category, but as a process that unfolds over time and evolves as external stakeholders react to a CEO's words and actions. Eric digs into his interviews to smoke out the motives that drive some CEOS to activism, to explain how they chose the issues and causes for their advocacy, to spell out the tactics and safeguards they employed, and to reflect on activism's consequences for society, companies, and CEOs themselves. In an era roiled by acronyms that include CSR (corporate social responsibility), DEI (diversity, equity, and inclusion), and ESG (environmental, social, and governance factors), this book is an eye-opener. For executives, it presents a model for those who want to undertake activism or understand colleagues that do. For academics, it affords insights into the antecedents, dynamics, and consequences of CEO activism, informed by Eric's postmodern perspective. For everyone, CEOs on a Missionprovides a good read.