Trickle-up or trickle-down both miss the point. The economy is an ecosystem - everything is interdependent. Changes to one part of the system affect another. There's no free lunch - any money trickling out of the government. whether to the "bottom" or the "top", had to trickle into the government (via taxes or debt) from somewhere else first.
To illustrate the interconnectedness problem, take your CEO example. Which number do you think the CEO cares about - their pre-tax income, or their after-tax income? Clearly it's the after-tax number - that's what determines his actual spending power. So if a new government tax reduces his after-tax income by raising tax rates, there are a few possible scenarios:
1. The CEO asks his board to give him a raise to make up the difference. The board reasons that they like their CEO and don't want risk losing him to another business, so they agree. Since the money has to come from somewhere, the business:
A. Hires fewer workers
B. Invests less in future product development
C. Raises prices (may happen even in a competitive market if all competitors face the same tax law change)
None of those options are a good outcome - you've reduced current jobs, future growth, or current standards of living, respectively.
2. The CEO asks for, but does not get any additonal funds to cover the tax. His lower level of disposable income now means he:
A. Cuts his family's consumption
B. Has less savings to invest in his portfolio
On aggregate, A means other businesses sell less product, and thus may need to lay off workers. B means other businesses don't get as much of the capital they need to start up or expand, thus inhibiting hiring.
Any way you dice it, there are economic downsides to any tax. No free lunch.
Of course there is a notable upside to taxes too - namely that the government raises the funds to pay for its activities. Some services are essential government functions, and the money has to come from somewhere. It's just that "somewhere" is rarely only the entity directly paying the tax bill - the ripple effects impact everyone those entities buy from or sell to.
It just comes down to a tradeoff. What do we lose versus what do we gain by a given governmental policy. Folks will disagree on those decisions, because there isn't always an objectively "right" or "wrong" answer. It's a question of personal values and preferences.