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If not Elon, then who?

That’s a question many are contemplating since Elon Musk, Twitter’s CEO, said this week he was actively looking for a new leader to run the social media network.

Musk’s proclamation comes after more than 10 million respondents said in a Musk-created Twitter poll that he should resign. Musk followed up with a tweet that he would resign as soon as he found someone “foolish enough to take the job.”

It was one of many twists in the company’s chaotic restructuring since Musk took over in late October, a period that has included mass layoffs and resignations, advertisers fleeing, policy changes and reversals, and the suspension of some journalists’ accounts.

Musk’s management style is “break-it-to-build it,” said Andrew Miller, chief growth officer at Interbrand North America, a global brand consultancy.

Not a typical turnaround

The new Twitter CEO search has many wondering who could possibly do it. Musk would remain Twitter’s owner, and the task of turning around a beleaguered, long-underperforming company would be daunting.

“There’s a fairly large risk of being terminated or being forced to resign,” said Andy Wu, an assistant professor at Harvard Business School who researches tech entrepreneurship and strategy. “So it’s got to be someone comfortable with that outcome.”

Musk, who is also the CEO of Tesla, the electric vehicle firm, had reportedly planned to be in the Twitter CEO position for only a few months. In recent weeks, Tesla investors have clamored for Musk to devote more time to the car company.

Some industry observers see Musk’s poll as a way to prime the public for a planned passing of the Twitter leadership baton.

“I think he was ready to do that, and he wanted to do it with a dramatic flair,” said Richard Hagberg, a leadership coach and psychologist who has worked with Silicon Valley CEOs and entrepreneurs.

Doing damage control

“He would never admit defeat, but maybe he recognizes that the problems he’s having with the Tesla board and some of the bad PR that’s coming his way is damaging his brand,” Hagberg added.

In addition to Tesla and Twitter, Musk is also the CEO of SpaceX, the satellite and rocket manufacturer.

Whoever takes on the role of Twitter CEO will have to share Musk’s vision for the company and contend with his involvement. Musk has a history of not relinquishing control at his other firms, Wu said.

“Elon Musk was supposed to just be an investor of Tesla, he’s actually not a founder, and he couldn’t hold himself back and had to make himself CEO,” said Wu, of the Harvard Business School. “If that’s any precedent, then this is a situation where his bias would be to hold onto power.”

Musk’s apparent fixation with creating headlines and causing a public stir also might make it harder to step down entirely from Twitter, some observers say. Musk is expected to be Twitter’s top influencer sometime in January, set to pass @BarackObama, the former U.S. president’s account, which is currently No. 1 at 130 million Twitter followers.

“Elon Musk is certainly conscious of his public persona, and this is one channel by which he directly impacts his own public persona,” Wu said. “This is one that will be especially difficult for him to step away from.”

Whether Musk stays involved in Twitter’s day-to-day operations or becomes a quiet owner, his potential CEO replacement will have other big tasks — cost cutting, revenue generating, and putting Twitter on a course to succeed.

For that, a cooler, more dispassionate temperament than Musk’s can be useful, Wu said.

“A lot of these cuts that they’re going through right now are financially necessary, and so we need someone that’s prepared to be in that position,” he said.

Some industry observers point to Musk’s inner circle for possible successors, such as former Twitter CEO Jack Dorsey or venture capitalist David Sacks. Others speculate it could be a seasoned tech executive from the outside, such as former chief operating officer of Facebook — now Meta — Sheryl Sandberg.

Inspiring with a higher purpose

Whoever it is, the new leader of Twitter will need to appeal to employees’ sense of a higher purpose.

“They need to believe in the mission that overcomes the daily practicalities of the lives that we live, otherwise that style is not going to work, because you’re asking people to go well beyond what any manager should ask of its employees. And it has to start from within,” said Miller at Interbrand.

Musk has had some success doing this, rallying Tesla employees around the idea of a climate change solution vis-a-vis electric vehicles, or inspiring SpaceX workers with the dream of going to Mars. Musk also tried to rally Twitter employees around the idea of broadening free speech on Twitter, with mixed results.

Hagberg classifies Musk as a “visionary evangelist,” which he defines as a leader with a vision for the future who also can be egocentric. It’s hard to imagine two visionary evangelist leaders at Twitter. Regardless, the new CEO will have some work to do to woo what may be a rattled workforce, observers say.

“If you want people to support you,” Hagberg said, “you need to understand how to systematically get them to buy into what you’re trying to do.”
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Elon Musk said Tuesday that he plans on remaining as Twitter’s CEO until he can find someone willing to replace him in the job. 

Musk’s announcement came after millions of Twitter users asked him to step down in an unscientific poll the billionaire himself created and promised to abide by. 

“I will resign as CEO as soon as I find someone foolish enough to take the job!” Musk tweeted. “After that, I will just run the software & servers teams.” 

Since taking over San Francisco-based Twitter in late October, Musk’s run as CEO has been marked by quickly issued rules and policies that have often been withdrawn or changed soon after being made public. 

He has also alienated some investors in his electric vehicle company Tesla who are concerned that Twitter is taking too much of his attention. 

Some of Musk’s actions have unnerved Twitter advertisers and turned off users. They include laying off half of Twitter’s workforce, letting go contract content moderators and disbanding a council of trust and safety advisors that the company formed in 2016 to address hate speech, child exploitation, suicide, self-harm and other problems on the platform. 

Musk, who also helms the SpaceX rocket company, has previously acknowledged how difficult it will be to find someone to take over as Twitter CEO. 

Bantering with Twitter followers last Sunday, he said that the person replacing him “must like pain a lot” to run a company that he said has been “in the fast lane to bankruptcy.” 

“No one wants the job who can actually keep Twitter alive. There is no successor,” Musk tweeted. 

As things stand, Musk would still retain overwhelming influence over platform as its owner. He fired the company’s board of directors soon after taking control. 
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Elon Musk had an eventful year, capping 2022 with a $44 billion acquisition of Twitter, a takeover that almost didn’t happen. The controversial CEO has brought changes and disruptions, layoffs and resignations that put Twitter’s fate into question. VOA’s Tina Trinh has more.
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More than half of 17.5 million users who responded to a poll that asked whether billionaire Elon Musk should step down as head of Twitter voted yes when the poll closed on Monday. 

There was no immediate announcement from Twitter, or Musk, about whether that would happen, though he said that he would abide by the results. 

Musk has clashed with some users on multiple fronts and on Sunday, he asked Twitter users to decide if he should stay in charge of the social media platform after acknowledging he made a mistake in launching new speech restrictions that banned mentions of rival social media websites. 

In yet another significant policy change, Twitter had announced that users will no longer be able to link to Facebook, Instagram, Mastodon and other platforms the company described as “prohibited.” 

But that decision generated so much immediate criticism, including from past defenders of Twitter’s new billionaire owner, that Musk promised not to make any more major policy changes without an online survey of users. 

The action to block competitors was Musk’s latest attempt to crack down on certain speech after he shut down a Twitter account last week that was tracking the flights of his private jet. 

The banned platforms included mainstream websites such as Facebook and Instagram, and upstart rivals Mastodon, Tribel, Nostr, Post and former President Donald Trump’s Truth Social. Twitter gave no explanation for why the blacklist included those seven websites but not others such as Parler, TikTok or LinkedIn. 

Twitter had said it would at least temporarily suspend accounts that include the banned websites in their profile — a practice so widespread it would have been difficult to enforce the restrictions on Twitter’s millions of users around the world. Not only links but attempts to bypass the ban by spelling out “instagram dot com” could have led to a suspension, the company said. 

A test case was the prominent venture capitalist Paul Graham, who in the past has praised Musk but on Sunday told his 1.5 million Twitter followers that this was the “last straw” and to find him on Mastodon. His Twitter account was promptly suspended, and soon after restored as Musk promised to reverse the policy implemented just hours earlier. 

Musk said Twitter will still suspend some accounts according to the policy but “only when that account’s (asterisk)primary(asterisk) purpose is promotion of competitors.” 

Twitter previously took action to block links to Mastodon after its main Twitter account tweeted about the @ElonJet controversy last week. Mastodon has grown rapidly in recent weeks as an alternative for Twitter users who are unhappy with Musk’s overhaul of Twitter since he bought the company for $44 billion in late October and began restoring accounts that ran afoul of the previous Twitter leadership’s rules against hateful conduct and other harms. 

Musk permanently banned the @ElonJet account on Wednesday, then changed Twitter’s rules to prohibit the sharing of another person’s current location without their consent. He then took aim at journalists who were writing about the jet-tracking account, which can still be found on other social media sites, alleging that they were broadcasting “basically assassination coordinates.” 

He used that to justify Twitter’s moves last week to suspend the accounts of numerous journalists who cover the social media platform and Musk, among them reporters working for The New York Times, Washington Post, CNN, Voice of America and other publications. Many of those accounts were restored following an online poll by Musk. 

Then, over the weekend, The Washington Post’s Taylor Lorenz became the latest journalist to be temporarily banned. She said she was suspended after posting a message on Twitter tagging Musk and requesting an interview. 

Sally Buzbee, The Washington Post’s executive editor, called it an “arbitrary suspension of another Post journalist” that further undermined Musk’s promise to run Twitter as a platform dedicated to free speech. 

“Again, the suspension occurred with no warning, process or explanation — this time as our reporter merely sought comment from Musk for a story,” Buzbee said. By midday Sunday, Lorenz’s account was restored, as was the tweet she thought had triggered her suspension. 

Musk’s promise to let users decide his future role at Twitter through an unscientific online survey appeared to come out of nowhere Sunday, though he had also promised in November that a reorganization was happening soon. 

Musk was questioned in court on Nov. 16 about how he splits his time among Tesla and his other companies, including SpaceX and Twitter. Musk had to testify in Delaware’s Court of Chancery over a shareholder’s challenge to Musk’s potentially $55 billion compensation plan as CEO of the electric car company. 

Musk said he never intended to be CEO of Tesla, and that he didn’t want to be chief executive of any other companies either, preferring to see himself as an engineer instead. Musk also said he expected an organizational restructuring of Twitter to be completed in the next week or so. It’s been more than a month since he said that. 

In public banter with Twitter followers Sunday, Musk expressed pessimism about the prospects for a new CEO, saying that person “must like pain a lot” to run a company that “has been in the fast lane to bankruptcy.” 

“No one wants the job who can actually keep Twitter alive. There is no successor,” Musk tweeted. 
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