Conventional C-suite roles such as chief marketing officer or chief financial officer tend to be too inward-looking to help drive innovation, writes Luis Gallardo. It often pays off to think creatively, creating offbeat titles so that "executives can feel a new sense of purpose and direction in how they manage," he writes. "New titles ... such as chief of reason, chief resilience officer, and chief rouser will open the door to innovation like never before," Gallardo argues.