Vasella "se alza" contra activistas...

CEOs may feel under attack like never before, but few have experienced it like Dan Vasella, CEO of Switzerland-based pharmaceutical giant Novartis (NVS).

This past summer, animal rights activists went to his hometown village and painted "murderer" on the church. A week later, they desecrated the graves of his sister and parents. Then they set fire to his Austrian vacation home. Most CEOs respond to loud criticism by staying quiet, but Vasella, 56, decided to go public and do media interviews and lobby for tougher law enforcement throughout Europe. He spoke to USA TODAY corporate management reporter Del Jones about what leaders should do when anger crosses the line. Following are excerpts edited for clarity and space.

Q: What do you get from confronting enemies? You're not going to change their minds.

A: You win public support. With that, you can achieve anything. Without public support, you cannot achieve anything.

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