According to all phenomena, Linda Yaccarino had reached the top of the company ambitions: the CEO seat in one of the most spoken platforms in the world. But less than two years after taking the rudder of X, with her credibility, her influence and her reputation, she may be back beyond the repair.
When Yaccarino, a respected veteran of the advertising industry and former NBCuniversal manager, was responsible for X (then Twitter) in June 2023, her mandate was clear: revival of a decimated advertising company and restoring the stability of a platform that entered Tumult. But from day one, performance dynamics was one -sided. Elon Musk kept both operational control and the cultural spotlight and converted Yaccarino into a reactive attitude that often defended or cleaned up according to the person she hired.
During her term, X became a case study in brand erosion: anti-Semitic content, advertising boyskotte, viral misinformation and advertisements that appear alongside Pro Nazi posts. Instead of serving as a bridge back into the advertising community that it once started, Yaccarinos X was controversial Sue of industry groups And supposedly big brands threatened.
It is difficult to imagine that she didn’t know what she registered for. Musk’s volatile leadership style was well documented, as was his public humiliation of the former CEO Parag Agrawal, the Musk Musk mocked and supposedly displaced in a deliberate attempt Avoid paying the shares used. The likelihood is that Yaccarino understood the risk, but still took it in and stated that the seal of approval of the role would outweigh the disadvantage.
And that’s the deeper lesson here. The CEO title offers electricity, prestige and payment. But not every CEO job is worth having, especially if it affects credibility, undermining professional relationships or bringing the personal brand into harmony with another.
In the end, Yaccarino did not get the full upward trend of the CEO role, but she certainly got the liabilities. For managers who watch the corner office, the snack bar is sober: be so eager for the Glasturm appearance that you forget the value of your reputation. In contrast to a job title, it cannot be replaced.
Ruth umoh
ruth.umoh@fortune.com
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