Occupying the corner office of Anglo Platinum has been one of the toughest jobs in the corporate world over the past half decade. As the biggest producer of a metal whose price has been sliding as investors perceive a huge threat from the transforming motor industry, the company has been through the wringer. But that hasn't stopped its CEO Chris Griffith keeping his cool and lending his support - again - to the CEO SleepOut project which he enthuses about.

Griffith will be bringing two engineers from severely disadvantaged backgrounds along with a couple members of his executive team to Liliesleaf on July 11 - and has challenged his counterparts at other platinum producers - and the CEO of the mining industry's umbrella body - to pick up the CEO SleepOut Challenge.

He expects challenged counterparts Neal Froneman (Stillwater-Sibanye), Nico Muller (Impala), Paul Dunne (Northam), Ben Magara (Lonmin), Mike Schmidt (ARM) and Roget Baxter (Minerals Council) will rise to the occasion by joining the "sleepouters" at the iconic Liliesleaf Farm and, as a bonus, receive an injection of distilled empathy.