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Even among technology CEOs who have become the household names of this generation, Ella Musk of Tesla (TSLA) is special.
Unlike Tim, Apple Cook (AAPL) or Jeff Bezos of Amazon (AMZN), you're just as likely. to see the activities of Musk splashed across page six as on the cover of Fortune. Which suits the man who inspired Robert Downey Jr. to Tony Stark, fictional billionaire inventor and playboy better known as Iron Man.
Musk has become a famous CEO – a leader whose personal notoriety, whether it is positive or negative, threatens to overshadow their achievements in business. Musk may be running four companies (SpaceX, The Boring Company, and Neuralink, in addition to Tesla), but nowadays you're more likely to read the headlines of his weekend, his many romantic entanglements or his bombastic tweets [19659004]. A recent example was Musk tagging a British diver who helped rescue 12 Thai boys "a pedo" in a now-deleted tweet, after the diver criticized Musk's mission in Thailand with a mini-submarine as a coup. RP. And that's only the latest in a long series of controversial tweets from the Tesla leader, including attacks on media critics and an ex-employee, and an April prank that claimed that Tesla had gone bankrupt and sent the stock dive. 19659002]
These represented some of the most profoundly negative moments in Musk's career. The pedo fiasco, and a May conference call in which Musk broke a badyst for "boring, bonehead issues" were two moments that generated extremely negative attention for Musk, according to Quid's data, software that researches, badyzes and visualizes "Big CEOs can be extroverted and love the show," said Bob Rosen, an organizational psychologist who works with CEOs. In the case of Tesla, however, his CEO's antics often accompany brutal swings in action – for better or for worse, at least for Tesla's many short sellers.
"If the famous CEO says something stupid, does something that embarrbades the workforce, or is not a leader of change helping the company to get through the disruptions of the market, then the employees will turn against him, "added Rosen
.This year's executive departures and a whistle-blowing lawsuit by a former technician, Martin Tripp, alleging widespread security flaws in Tesla products In the past year, the Tesla stock is down 5% after posting huge gains in previous years.
Certainly, having a well-known CEO is not always a bad thing.Silicon Valley places the "founding CEOs" on a special pedestal: Mark Zuckerberg of Facebook, Jeff Bezos of Amazon, Twitter (TWTR) and Square's (SQ) Jack Dorsey, Marc Benioff of Salesforce (CRM) and Snap (SNAP) Evan Spiegel, to name a few . The founders are revered as creative visionaries (instead of career boosters) and naturally tend to attract legions of admirers, as evidenced by their huge social networks.
And Wall Street generally likes them too. "Companies run by founders have higher levels of innovation: they generate 31% more patents than the average S & P 500 company," said Jay Jacobs of Global X, which offers an ETF specifically focused on CEOs. "The strong participation in capital, reinforced by an emotional attachment to a company that they have developed from the beginning, can lead founding CEOs to take a longer-term view of the growth of their business."
As an inventor, combined with a bad boy attitude, a flashy style and a flock of glamorous girlfriends, he won an army of fanboys and made him the CEO. more famous, according to Hootsuite data. thousands of blogs, posts on social networks and forums (Jeff Bezos was the second most discussed topic, followed by Zuckerberg.)
But celebrity can be a fickle mistress: in 2017 Travis Kalanick, the founder of Uber's board of directors as CEO after months of scandals erupted at his company, partly attributable to Kalanick's pompous leadership style, in defiance of the rules and the crude antics that invaded the highest leaders of l & # 39; company. if you look at Google's co-funders, it's quite possible to stay the course while keeping a low profile, "said Shannon Wilkinson, an expert in crisis management and reputation. "Because the brighter the light, the faster it burns."
In the case of Musk, his celebrity status can cause more damage than good. His tweet "pedo", widely criticized, again dropped the 4% headline on Monday, and left some investors angry at the distraction as Tesla struggles to increase Model 3 production and become profitable . "Your behavior feeds a useless perception of your leadership – thin-skinned and moody," wrote Gene Munster, a Telsa investor and partner at Loup Ventures, in an unusual open letter to Musk.
Muster urged Musk to apologize, focus on Tesla's business goals and perhaps pause on Twitter. But this board has been swept up now, Musk tweeting at least 19 times this week until now
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