Again, this is my view, but:
The subliminal is like a consultant or an advisor. If you’re a CEO, you may call in a (good quality) consultant who can help you to improve your strategies and procedures. The consultant will analyze the infrastructure inside of your company, and they may also analyze the structure and dynamics of the marketplace. Then they’ll suggest some enhanced strategies and tactics to help you to more effectively meet your goals.
The goals are ultimately YOUR goals. The challenges are ultimately your challenges. But it’s also true that a particular consultant will have his or her own typical style: Aggressive, analytical, distant, emotional, charismatic, and so on. The personal style of the consultant will also impact how s/he chooses strategy and gives you advice. If you work with that person for a long time, you may find that you’re absorbing some of the same style. Or you may set firm boundaries and only take the advice but not absorb their personal style. That would vary from CEO to CEO.
But one thing is true, the ultimate context of the consultant is to help you, the CEO, to meet your goal of running your business.
So i’m saying that it’s a kind of collaboration, but with more of the weight being placed on you, your mind, your values, and your goals.