Tricky... As CEO, you are in charge of setting the rules and thus the rules you set should be rules that govern the operations of your business from the top down, including you. However, whether it is bad for you to break these rules depends on several factors -
(i) who knows about the rules/protocols you have set? It is important that no-one else you expect to adhere to your rules is aware that you are breaking them yourself as you can't expect others to subscribe wholeheartedly into a 'do as I say, not as I do' chain of command; you should be SEEN to be following the rules yourself otherwise people will think it is okay to disregard them themselves
(ii) As CEO/Owner you do have a responsibility to not only follow your own rules, but also to ensure that you create the right ones in the first place; if you are diverting from your own protocols already (as a start-up), maybe you should look at the protocols you have set and examine whether they are a good set of parameters from which to successfully grow your business - if not, change them
(iii) As the driving force of your business, you just need to think about how your business/you is perceived both internally (staff) and externally (clients/suppliers etc) - consistency and delivering what you promise is paramount and so, whilst it is normal for processes to change/be adapted/be dependant (to an extent) on who you are dealing with, be careful about not telling loads of people different things because (a) it hard to keep track, (b) it can make you look weak, (c) your vision and strategy for growth should be based on a certain business structure that should certainly have room for manouvre/capacity for change, but it should still have a consistency in terms of business processes and a defined operating structure (even if it is loosely defined)
As you are CEO, it is, ultimately, up to you to make your own decisions and particularly during start-up period, while you are establishing yourself, you will need to be both proactive and reactive to new situations your business will encounter. In order to survive, you may have to make decisions that in the short-term, don't comply with your longer term protocols and strategy - this is normal and there is nothing wrong with it. However, when you do deviate from your own protocols ie in order to win a new client, make sure that you are able to implement them at a pre-arranged later stage ie do it under their terms for x time and then once you have a good relationship that is interdependent, you will be in a strong position to renegotiate your terms.
So I would say - No, it isn't bad, as long as
(i) you don't broadcast it to anyone except who is directly affected ie you and the client;
(ii) it will genuinely have a positive impact on your business that would not have been acheived by following the protocols;
(iii) you ensure that have a timeframe agreed in place when you can reassess the situation/relationship which will give you a chance to implement your set rules at a later date.
(iv) You are happy with the protocols you have set but just want to circumvent them briefly to grow the business
BCom and since started a successful marketing business