Elon Musk’s ‘Hardcore’ Management Style: a Case Study in What Not To Do

Research output: Contribution to journalOnline ResourceProfessional


As a case study in how to implement organisational change, Elon Musk’s actions at Twitter will go down as the gold standard in what not to do.

Among other things, the evidence shows successful organisational change requires: a clear, compelling vision that is communicated effectively; employee participation; and fairness in the way change is implemented. Trust in leaders is also crucial.

Musk, the world’s richest man, appears in a hurry to make Twitter into a money-spinner. But it takes time to understand the requirements for successful organisational change. Two in three such efforts fail, resulting in significant costs, a stressed workforce and loss of key talent.

Change management never quite goes to plan. It’s hard to figure out whether Musk even has a plan at all.


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