Article about how CEO’s should do things right

Interesting article to read, talks about how CEO’s should be talking about things to excite stockholders, not always about the margins and bottom line.  Author points to Apple and Xerox’s CEO’s as perfect examples on how to do it wrong.
http://www.forbes.com/sites/adamhartung/2014/04/23/do-earnings-announcements-matter-what-ceos-should-do-better/#./?&_suid=1398442323483010075310514559377