Elon Musk’s leadership at Twitter

Why now is the time to leave the platform

Photo by Joshua Hoehne on Unsplash

Corporate Psychopath

Restructuring is always challenging. However, there are ways to make it better or worse. One good (or better) way was found by PLEO, which recently had to terminate 15% of its jobs due to a change in business focus.

Corporate Psychopath

Elon Musk is already being described as a corporate psychopath. His behaviours show apparent traits of the Dark Triad. These people may also exist in your organisation. It is, therefore, even more critical that you recognise those individuals quickly.

Fact-based decision-making

Elon Musk has not even considered the simplest of all options: using the facts in a structured, reasoned approach. Twitter loses between one and four million dollars per day. This continuous loss can only continue if the organisation is to be used as a pure tax write-off.


Twitter’s customers have already shown consequences. Musk’s behaviour directly harms the company financially. Clients do not want to see their advertisements, Twitter’s almost sole source of income, next to potential hate speech. This step is an understandable course of action. Car company Volkswagen, pharmaceutical giant Pfizer, food corporation Mondelez — the list of those who currently no longer place ads on Twitter is long. Musk’s reaction: he openly threatened to publicly defame these former customers — typical behaviour of those in the category described above. Needless to say that I, Niels Brabandt, with my company, NB Networks, left Twitter.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Niels Brabandt

Niels Brabandt is in business since 1998. Helping managers to become better leaders by mastering the concept of Sustainable Leadership. Based in Spain & London.