Linda Yaccarino starts her new job in six weeks. How long she’ll last might depend on her pain tolerance
Less than two months into his $44 billion purchase of Twitter, Elon Musk declared that whoever took over as the company’s CEO “ must like pain a lot.” Then he promised he’d step down as soon as he found a replacement “foolish enough” to want the job.
Her appointment renewed questions about the “glass cliff,” a theory that women – as well as under-represented minorities – are more likely to be hired for leadership jobs when there’s a crisis, which sets them up for failure. The term was coined in 2005 by University of Exeter professors Michelle Ryan and Alex Haslam, and there have been plenty of famous examples since then, from Yahoo’s Marissa Mayer to the U.K.’s Theresa May.
“She is exactly what Twitter needs to start rebuilding advertiser trust, bring back big advertisers and really start improving Twitter’s ad business,” said Jasmine Enberg, an analyst at Insider Intelligence who follows Twitter. “That said, there are still a lot of challenges and Yaccarino is going to have her hands full from day one.”
“Elon Musk has been telling us for months repeatedly that Twitter’s problems are the result of advertisers pulling away. But that’s not the source of his problems. Advertisers pulling away are a symptom of the problems at Twitter. He’s created chaos. He’s eliminated internal controls. He’s eliminated critical functions like content moderation. He’s made the user experience very unpredictable. He’s allowed dangerous voices to flourish,” Pozner said.
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