Less than two months into his $44 billion purchase of Twitter<\/a>, Elon Musk<\/a> declared that whoever took over as the company's CEO \" must like pain a lot.\" Then he promised he'd step down as soon as he found a replacement \"foolish enough\" to want the job.
That person, Musk announced Friday, is Linda Yaccarino<\/a>, a highly-regarded advertising executive from NBCUniversal. She'll start in six weeks. How long she'll last might depend on her pain tolerance.
When Musk tweeted on Thursday that he's found a new CEO but didn't say who, one word stuck out: \"she.\" Some of his more extreme Twitter followers took immediate issue with the new CEO's gender, but the fact that Musk hired a woman is actually notable simply because it is so rare - in business overall and especially in the tech industry - to see female chief executives.
Her appointment renewed questions about the \"glass cliff,\" a theory that women - as well as underrepresented minorities - are more likely to be hired for leadership jobs when there's a crisis, which sets them up for failure. The term was coined in 2005 by University of Exeter professors Michelle Ryan and Alex Haslam, and there have been plenty of famous examples since then, from Yahoo's Marissa Mayer to the U.K.'s Theresa May.
Could Yaccarino be headed toward it?
\"Her credentials are impeccable and she's been extremely successful so far. But she's also been in settings where her success was achievable,\" said Jo-Ellen Pozner, a business professor at Santa Clara University who studies corporate governance. \"I mean no disrespect to her or to diminish her in the least. I just think that this is an impossible situation for basically anybody.\"
Whether or not she succeeds depends in part on how much Musk is willing to step back from Twitter's day-to-day operations. The Tesla and SpaceX CEO said he will continue to serve as Twitter's executive chairman - Yaccarino's boss - as well as its chief technology officer, reporting to her. He added that Yaccarino \"will focus primarily on business operations.\"
From the moment Yaccarino's name was confirmed, advertising industry experts hailed the decision as a good one - perhaps the only one - to steer Twitter toward stability and profitability. Yaccarino oversaw NBCUniversal's market strategy and advertising revenue for its broadcast, cable and digital assets, which totaled nearly $10 billion. In comparison, Twitter's final quarterly revenue as a public company, reported in July, was just $1.17 billion.
\"She is exactly what Twitter needs to start rebuilding advertiser trust, bring back big advertisers and really start improving Twitter's ad business,\" said Jasmine Enberg, an analyst at Insider Intelligence who follows Twitter. \"That said, there are still a lot of challenges and Yaccarino is going to have her hands full from day one.\"
Musk's tenure at Twitter's helm has been chaotic at best. He began his first day firing the company's top executives, followed by roughly 80% of its staff. This has meant that Twitter has far fewer engineers to ensure that the site is running smoothly and far fewer content moderators to help rid it of hate speech, animal cruelty and graphic violence.
He's upended the platform's verification system and has scaled back safeguards against the spread of misinformation. It's been some of these changes - along with Musk's own penchant for spreading misinformation and engaging with prominent conspiracy theorists and far-right figures - that analysts say soured many advertisers on the platform.
\"Elon Musk has been telling us for months repeatedly that Twitter's problems are the result of advertisers pulling away. But that's not the source of his problems. Advertisers pulling away are a symptom of the problems at Twitter. He's created chaos. He's eliminated internal controls. He's eliminated critical functions like content moderation. He's made the user experience very unpredictable. He's allowed dangerous voices to flourish,\" Pozner said. \"Nobody - man, woman, alien - is going to be able to right this ship given these circumstances.\"
The glass cliff theory holds up in business as well as politics, and, according to a 2011 Harvard Business Review report, \"does not seem to apply to organizations with a history of female leaders.\"
Twitter, like most tech companies, does not have a strong history of female leaders. Its founders were all men, as were all five of its CEOs, including Musk. While female chief executives are rare across industries, they are exceptionally rare in tech. Of the 340 CEOs in a recent survey of S&P 500 companies, 18 were women, up from 16 in 2020. In tech, prominent female CEOs include Oracle's Safra Catz and chipmaker AMD's Lisa Su.
Yaccarino seems ready to go head-to-head with Musk, though it's not clear how that'll play out. In a recent on-stage interview with him, she asked Musk if he could commit to not tweeting after 3 a.m. Agreeing that he's \"gotten myself in trouble a few times\" with late night\/early morning tweets, he responded with a noncommittal \"I will aspire to tweet less at 3 a.m.\"
She also asked Musk if he's open to let advertisers \"influence\" his vision for Twitter, in \"product development, ad safety, content moderation\" so they could get more excited about investing in the platform.
Musk quickly shut her down.
\"It's totally cool to say that you want to have your advertising appear in certain places in Twitter and not in other places, but it is not cool to to try to say what Twitter will do,\" he said. \"And if that means losing advertising dollars, we lose it. But freedom of speech is paramount.\"
Regaining advertisers' trust will require stabilizing Twitter and ensuring that key product decisions are made thoughtfully and deliberately and not, as Musk has often been known to do, on the spur of the moment, inspired by a fan's tweet or a passing thought. Industry insiders describe Yaccarino as extremely capable, with a proven track record and impressive resume.
But if she's to succeed on the business side, she'll need Musk's buy-in on the product side.
\"It is really debatable whether or not he's going to hand the reins over entirely to Yaccarino,\" Enberg said \"And a lot of Twitter's success from here on out really depends on what he decides in terms of that.\"
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琳达Yaccarino可能正是Twitter的需求。”But is the new CEO being set up to fail?
她的任命新的“玻璃悬崖,”一个理论的问题,女性——以及未被充分代表的少数民族——更有可能聘请了领导的工作当有一个危机,这必将导致他们的失败。这个词是在2005年创造了埃克塞特大学的教授米歇尔·莱恩和亚历克斯·海斯蓝,著名的例子有很多,从雅虎Marissa Mayer到英国Theresa May。
由芭芭拉Ortutay
不到两个月以440亿美元收购推特,Elon Musk宣布谁接任公司首席执行官“必须像痛苦很多。”Then he promised he'd step down as soon as he found a replacement "foolish enough" to want the job.
麝香星期五宣布,那个人琳达Yaccarino,一位来自nbc环球广告主管。她会在6周。她会持续多久可能取决于她的痛苦宽容。
周四在推特上的麝香,他找到了一个新的CEO,但没有说,一个字伸出:“她”。Some of his more extreme Twitter followers took immediate issue with the new CEO's gender, but the fact that Musk hired a woman is actually notable simply because it is so rare - in business overall and especially in the tech industry - to see female chief executives.
她的任命新的“玻璃悬崖,”一个理论的问题,女性——以及未被充分代表的少数民族——更有可能聘请了领导的工作当有一个危机,这必将导致他们的失败。这个词是在2005年创造了埃克塞特大学的教授米歇尔·莱恩和亚历克斯·海斯蓝,著名的例子有很多,从雅虎Marissa Mayer到英国Theresa May。
Yaccarino可以走向吗?
“她的凭证是无可挑剔的,到目前为止她已经非常成功。但她也在设置她的成功是可以实现的,”说Jo-Ellen Pozner,圣克拉拉大学商业教授研究公司治理。“我的意思是没有不尊重她或减少一点。我只是认为这是一个不可能的情况基本上任何人。”
她是否成功部分取决于有多少麝香愿意退一步从Twitter的日常操作。特斯拉和SpaceX公司首席执行长说,他将继续担任Twitter的执行主席——Yaccarino的老板——以及它的首席技术官,向她汇报。他补充说,Yaccarino”将主要集中在业务操作上。
从Yaccarino叫证实,广告行业专家将决定誉为一个好的——也许只有一个——引导Twitter稳定和盈利能力。Yaccarino nbc环球的市场策略和广告收入的监督广播、有线电视和数字资产,总计近100亿美元。相比之下,Twitter的最后的季度收入作为一家上市公司,7月报道,仅为11.7亿美元。
”她正是Twitter需要开始重建广告客户信任,带回大广告商和真正开始改善Twitter的广告业务,“茉莉花Enberg说内幕情报分析师追踪Twitter。”也就是说,仍有许多挑战和Yaccarino将她的手从第一天。”
麝香的任期在Twitter的舵混乱。他开始了他的第一天解雇公司的高管,其次是大约80%的员工。这意味着Twitter更少的工程师,以确保网站是平稳运行和更少的内容版主帮助它摆脱仇恨言论,暴力虐待动物和图形。
他颠覆了平台的验证系统,并缩减了防范错误信息的传播。这是其中的一些变化——麝香的嗜好传播错误信息和与著名的阴谋论者和极右翼人士——分析师说了许多广告商平台。
“Elon Musk已经一再告诉我们好几个月,Twitter的问题是广告商拉的结果。但这不是他的问题的来源。广告商把Twitter是问题的一个症状。他创作了混乱。他消除了内部控制。他消除了关键功能像内容适度。他是让用户体验非常难以预测。他是允许的危险的声音,”Pozner说。“没有人——男人、女人、外星人——能对这艘船考虑到这些情况。”
玻璃悬崖在商业以及政治理论认为,而且,据《哈佛商业评论》2011年的一份报告,“似乎并不适用于组织史的女性领导人。”
Twitter,像大多数科技公司一样,没有一个强大的女性领导人的历史。它的创始人都是男人,都是5的首席执行官,包括麝香。虽然各行业女性首席执行官是罕见的,他们在科技是非常罕见的。340年的标准普尔500指数成分股公司的ceo们在最近的一项调查,18是女性,高于2020年的16。在科技,突出女性ceo包括甲骨文卡茨和芯片制造商AMD的丽莎苏。
Yaccarino上似乎准备与麝香,尽管目前还不清楚如何将上演。在最近的采访中他走上舞台,她问麝香如果他能提交3点后不发微博。同意他的“让自己陷入麻烦几次“深夜/清晨的微博,他态度不明朗的回应“我将渴望少推凌晨三点。”
她还问麝香他的开放让广告商“影响”他的Twitter的愿景,在“安全产品开发、广告、内容节制”,这样他们可以得到更多的兴奋的投资平台。
麝香迅速关闭她的。
“很酷,那你说你想要你的广告在某些地方出现在Twitter上而不是在其他地方,但它不是酷,试图说Twitter将做什么,”他说。“如果这意味着失去广告收入,我们失去它。但言论自由是至关重要的。”
恢复广告客户的信任将需要稳定Twitter和确保关键产品决定深思熟虑和故意而不是,麝香经常被称为,一时冲动,灵感来自粉丝的微博或路过的思想。业内人士形容Yaccarino非常能干,那些被证明有记录的和令人印象深刻的简历。
但是,如果她在商业方面的成功,她需要麝香对产品方面的支持。
“这是真正有争议的是否他将缰绳移交完全Yaccarino,“Enberg说“很多Twitter的成功从现在开始真的取决于他决定的。”
不到两个月以440亿美元收购推特,Elon Musk宣布谁接任公司首席执行官“必须像痛苦很多。”Then he promised he'd step down as soon as he found a replacement "foolish enough" to want the job.
麝香星期五宣布,那个人琳达Yaccarino,一位来自nbc环球广告主管。她会在6周。她会持续多久可能取决于她的痛苦宽容。
周四在推特上的麝香,他找到了一个新的CEO,但没有说,一个字伸出:“她”。Some of his more extreme Twitter followers took immediate issue with the new CEO's gender, but the fact that Musk hired a woman is actually notable simply because it is so rare - in business overall and especially in the tech industry - to see female chief executives.
她的任命新的“玻璃悬崖,”一个理论的问题,女性——以及未被充分代表的少数民族——更有可能聘请了领导的工作当有一个危机,这必将导致他们的失败。这个词是在2005年创造了埃克塞特大学的教授米歇尔·莱恩和亚历克斯·海斯蓝,著名的例子有很多,从雅虎Marissa Mayer到英国Theresa May。
Yaccarino可以走向吗?
“她的凭证是无可挑剔的,到目前为止她已经非常成功。但她也在设置她的成功是可以实现的,”说Jo-Ellen Pozner,圣克拉拉大学商业教授研究公司治理。“我的意思是没有不尊重她或减少一点。我只是认为这是一个不可能的情况基本上任何人。”
她是否成功部分取决于有多少麝香愿意退一步从Twitter的日常操作。特斯拉和SpaceX公司首席执行长说,他将继续担任Twitter的执行主席——Yaccarino的老板——以及它的首席技术官,向她汇报。他补充说,Yaccarino”将主要集中在业务操作上。
从Yaccarino叫证实,广告行业专家将决定誉为一个好的——也许只有一个——引导Twitter稳定和盈利能力。Yaccarino nbc环球的市场策略和广告收入的监督广播、有线电视和数字资产,总计近100亿美元。相比之下,Twitter的最后的季度收入作为一家上市公司,7月报道,仅为11.7亿美元。
”她正是Twitter需要开始重建广告客户信任,带回大广告商和真正开始改善Twitter的广告业务,“茉莉花Enberg说内幕情报分析师追踪Twitter。”也就是说,仍有许多挑战和Yaccarino将她的手从第一天。”
麝香的任期在Twitter的舵混乱。他开始了他的第一天解雇公司的高管,其次是大约80%的员工。这意味着Twitter更少的工程师,以确保网站是平稳运行和更少的内容版主帮助它摆脱仇恨言论,暴力虐待动物和图形。
他颠覆了平台的验证系统,并缩减了防范错误信息的传播。这是其中的一些变化——麝香的嗜好传播错误信息和与著名的阴谋论者和极右翼人士——分析师说了许多广告商平台。
“Elon Musk已经一再告诉我们好几个月,Twitter的问题是广告商拉的结果。但这不是他的问题的来源。广告商把Twitter是问题的一个症状。他创作了混乱。他消除了内部控制。他消除了关键功能像内容适度。他是让用户体验非常难以预测。他是允许的危险的声音,”Pozner说。“没有人——男人、女人、外星人——能对这艘船考虑到这些情况。”
玻璃悬崖在商业以及政治理论认为,而且,据《哈佛商业评论》2011年的一份报告,“似乎并不适用于组织史的女性领导人。”
Twitter,像大多数科技公司一样,没有一个强大的女性领导人的历史。它的创始人都是男人,都是5的首席执行官,包括麝香。虽然各行业女性首席执行官是罕见的,他们在科技是非常罕见的。340年的标准普尔500指数成分股公司的ceo们在最近的一项调查,18是女性,高于2020年的16。在科技,突出女性ceo包括甲骨文卡茨和芯片制造商AMD的丽莎苏。
Yaccarino上似乎准备与麝香,尽管目前还不清楚如何将上演。在最近的采访中他走上舞台,她问麝香如果他能提交3点后不发微博。同意他的“让自己陷入麻烦几次“深夜/清晨的微博,他态度不明朗的回应“我将渴望少推凌晨三点。”
她还问麝香他的开放让广告商“影响”他的Twitter的愿景,在“安全产品开发、广告、内容节制”,这样他们可以得到更多的兴奋的投资平台。
麝香迅速关闭她的。
“很酷,那你说你想要你的广告在某些地方出现在Twitter上而不是在其他地方,但它不是酷,试图说Twitter将做什么,”他说。“如果这意味着失去广告收入,我们失去它。但言论自由是至关重要的。”
恢复广告客户的信任将需要稳定Twitter和确保关键产品决定深思熟虑和故意而不是,麝香经常被称为,一时冲动,灵感来自粉丝的微博或路过的思想。业内人士形容Yaccarino非常能干,那些被证明有记录的和令人印象深刻的简历。
但是,如果她在商业方面的成功,她需要麝香对产品方面的支持。
“这是真正有争议的是否他将缰绳移交完全Yaccarino,“Enberg说“很多Twitter的成功从现在开始真的取决于他决定的。”
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