Elon Musk crosses a new line as CEO, now with insults

Elon Musk is willing to go where no business leader has gone before, from mass-producing electric cars to developing reusable space rockets. Now he is opening another path that most managers avoid: insults.

The CEO of Tesla told advertisers that they have fled his social network X due to anti-Semitic content “Go to hell!” on Wednesday in an interview.

Several business communications analysts said they could not recall a similar case of a manager publicly insulting his clients. A CEO’s job is to make deals, not burn bridges, they noted.

“It is openly attacking your client. That is more the offense than the language itself.“, said Andy Challengersenior vice president of executive outplacement and coaching company Challenger Gray & Christmas.

Musk, tesla and x They did not respond to requests for comment.

Instances of business leaders using hostile language—sometimes for emphasis, sometimes for informality—appear on several corporate reporting calls. Last year, European airline Ryanair CEO Michael O’Leary lashed out at planemaker Boeing over delayed deliveries.

In 2018, the CEO of Scotts Miracle-Gro , Jim Hagedornranted against a business unit saying, among other things, that “those bastards are scared to death right now”, according to a recording. The famous newspaper owner, Sam Zellhe told one of his own journalists “fuck you” in an exchange in 2008.

However, the context of Musk was different, as he was asked about the departure of advertisers from X following his approval of an anti-Semitic publication. Musk apologized for it and then insulted and dismissed the concerns of advertisers leaving the platform.

Scholars who have studied swear words say they can relieve stress, strengthen bonds, or create a sense of urgency. But foul language can also convey a lack of respect, leadership ability or control, according to a 2017 paper whose authors include Yehuda Baruch, a business professor at the University of Southampton.

The outburst of Musk It was of the negative kind, Baruch said in an interview. His insult was “certainly an indicator of loss of temper and loss of control. Does not show stress relief. Someone at your level shouldn’t use swear words to vent their anger.”Baruch said.

Peter Cappelliprofessor of management Wharton School of the University of Pennsylvania, says that swear words seemed more common 40 years ago and decreased as more women entered the workforce.

Cappelli said Musk You want to see yourself as a rock star, not as a business leader who needs to take into account many stakeholders. On the other hand, Musk’s enormous wealth allows him to suffer financial setbacks in X.

“The business community can’t discipline someone who doesn’t care about losing money.“he added Cappelli.