Growing criticism of Elon Musk shows how letting too much of your personal self into the professional sphere can be harmful to your reputation, business and career. Let Musk’s missteps serve as a timely lesson for your personal brand as a thought leader and CEO.
“I can’t be my [zany, politically engaged, hyper – insert relevant, non-mainstream quality] self online, because it will reflect badly on my business or the organisation I work for.”
I often hear this lament from thought leaders, and you may have felt constrained yourself.
Some never pause to consider it.
Elon Musk seems hell bent on staying true to himself even when his ideas are in active opposition to the values and aims of the companies he leads.
The truth is that our personal values don’t always neatly align with the publicly stated values of the organisations we work for. As we step into the office or log into virtual meetings, we set aside parts of ourselves that don’t fit the professional mould. Small business owners also build brands that reflect aspects of who they are, but it’s not the whole picture.
In reality, we might be more socially, politically, or environmentally engaged than our professional personas reveal. We may have opinions about government policies or big ideas about societal change, but we don’t see how airing those views ties into the work we do. After all, does an HR consultant need to comment on climate change publicly?
Balancing personal opinions with professional responsibilities can feel like walking a tightrope. By finding the right balance of authenticity and forethought, you can ensure the success, trustworthiness and longevity of your professional career.
The rising rejection of Elon Musk
Musk’s personal beliefs are more traditional, less empathetic, and often politically contradictory to the very ideals his companies claim to champion. His off-brand statements regularly grab headlines and have begun driving away customers who no longer want to be tarnished by association.
Recently, many progressive, environmentally conscious Tesla owners have had second thoughts about buying the car next time they need to upgrade [as reported in the Guardian: His rhetoric has made Tesla toxic]. On a personal level, I was seriously considering StarLink for my home’s unreliable internet until I learned this week that it was a Musk venture. I’d rather endure patchy service than buy into his socially divisive and misogynistic behaviour. Financing his trip to the moon? Sure, as long as he stays there 😉
Musk’s behaviour raises important questions for thought leaders and business owners alike. Should we suppress our political views to avoid backlash? Do we need to pretend we are something we are not? In my next post I’ll argue why we need to bring our full selves to the professional world. But
Where has Musk gone wrong with his personal brand?
How can you find the confidence to promote your personal beliefs, and leverage them as part of your professional persona, without making a major misstep? Elon Musk’s approach shows us what not to do when managing a personal brand while working as the face, voice or representative of an organisation.
Musk’s approach to leading his companies has drawn significant criticism, particularly in how his personal actions and views impact the businesses he represents. While he’s undeniably innovative, Musk’s missteps – ranging from inconsistent messaging to divisive public statements – have eroded trust with customers, investors and key stakeholders. Here’s where Musk has gone wrong:
1. Inconsistent messaging undermines trust
Musk’s personal views and actions often clash with the stated goals of his companies, particularly Tesla. Tesla’s mission is to promote sustainability, yet Musk’s public endorsements and investments—such as supporting climate-change deniers and using private jets—create a jarring inconsistency. Customers feel disillusioned when the figurehead of a company doesn’t practice what the brand preaches, leading to lost trust and credibility.
2. Unpredictability shakes investor confidence
Musk acts like a loose canon. His erratic behavior, especially on platforms like X (formerly Twitter), can cause market jitters. Whether it’s announcing major policy shifts without warning or getting involved in unnecessary public spats, Musk’s actions create uncertainty. Investors like stability! Endorsing Trump – who makes zero sense 98% of the time (cats and dogs for dinner, anyone?) reflects badly on Musk’s judgement. Regular investors from all sides of the policitcal spectrum are likely thinking twice about backing him.
3. Blurring personal and business hurts the brands
Musk’s inability to separate his personal brand from his companies – or to align his personal brand to his companies – leads to confusion. Which one is the ‘real’ Musk’? The ‘real’ Tesla? His personal controversies often overshadow business success. And he seems incapable of containing his personal whims (changing Twitter’s name to X against expert advice feels like one). In the long run, he is tarnishing the image of his companies, even when the controversies are unrelated to the businesses themselves.
4. Deliberately divisive views alienate core customers
Musk’s personal views on social and political issues – like mocking pronouns, minimising COVID and inventing an ‘underpopulation crisis’ in the West – seem to be espoused in a clownish way to cause a backlash. His public attacks on critics and employees also create a divisive culture. This hostility makes it harder to build positive partnerships and erodes the cohesive, innovative image of his companies.
5. Cultural and gender insensitivity alienates a modern audience
Musk’s off-the-cuff remarks reveal a lack of sensitivity to cultural and gender issues. In today’s socially conscious market, this seems counter-intuitive for a business leader. His public rejection of his transgender daughter as ‘figuratively dead’, his defence of figures known for their controversial stances on women’s rights, and his recent off-colour remarks about giving Taylor Swift a baby paint a picture of someone out of touch with the modern world.
The final word
Thought leaders and business owners face the ongoing challenge of balancing personal views with their professional roles. Elon Musk’s missteps serve as a cautionary tale, highlighting the risks of inconsistent messaging, divisiveness, and failure to separate personal opinions from corporate objectives.
But it’s not impossible to bring your full self to the professional sphere. In fact, when done thoughtfully you can even elevate your leadership and reputation.
In my next post, I’ll share strategies to do just that.
