I've never met a person, either at work or in life, who has more respect for the person who "does what they think others will respect" than for the person who lives by their own values and priorities. I'm sure that someone somewhere does, and maybe your CEO is one of them, but in my experience you're never gonna get ahead by trying to impress people by being something you're not. By all means, try to make people notice the good qualities you have, but pretending to be the person who wants to work Xmas eve if you're not that person will generally not work.