Twitter CEO Linda Yaccarino Is Teetering on the Glass Cliff


“You should talk as vividly and clearly as potential that you simply’re on some totally different trajectory. And the stronger the break from the previous, the clearer the signaling,” Haslam says. “For that motive ladies or members of different minority teams are sometimes preferentially appointed underneath these circumstances.”

Yaccarino’s background in promoting, Twitter’s major income, definitely makes her a logical option to attempt to salvage the corporate’s crumbling enterprise. However consultants who spoke to WIRED say that one motive ladies step into dangerous glass cliff roles is that they typically have few different possibilities to take management positions, regardless of being extremely certified.

“For lots of government ladies, typically their first alternative to step into a task that is actually that highly effective is to do a turnaround of a whole division or firm,” says Coco Brown, CEO of the Athena Alliance, a networking group for girls executives in enterprise.

That may make turning down a precarious glass cliff function troublesome, even when the dangers are evident. In line with Glass of the College of Utah, although ladies usually tend to be appointed in occasions of disaster they’re additionally extra prone to be blamed for the disaster itself and, later, changed by a white male CEO in what researchers have dubbed the savior impact.

“Very hardly ever are ladies CEOs given a second probability,” Glass says. “It is a double whammy for girls CEOs: These disaster appointments would be the solely alternatives they’ve, and by advantage of moving into them they put their future management careers in jeopardy.”

However, Glass says, many occasions ladies are sometimes finest suited to assist proper the ship. Mary Barra, CEO of Normal Motors, famously introduced the corporate again from the brink of failure after the 2008 monetary crash. Anne Mulachy took over as CEO of Xerox because it was flailing, making it worthwhile, earlier than stepping down in 2009.

Yaccarino’s probabilities of success, says Sandra Quince CEO at Paradigm for Parity, a corporation addressing the gender hole in companies, will partly rely upon how a lot time and freedom she’s given to show the ship round. The assist of the board and Musk’s willingness to actually let go of the reins might be essential.

Musk has mentioned that with Yaccarino in as CEO he’ll turn into government chair of Twitter’s board in addition to the corporate’s CTO. He’s additionally CEO of Tesla and of SpaceX, the place president and COO Gwynne Shotwell is accountable for day-to-day operations. 

“She’s going to wish the board to be supportive of her imaginative and prescient that she has for the group,” Quince says. “She’s going to wish somebody to run air cowl for her. In occasions like this, the place you are attempting to determine it out, nobody is ideal, and errors may be made.”

It might be tempting to see Yaccarino’s appointment because the cynical final gasp of a failing firm. However Brown of the Athena Alliance says Yaccarino’s bravery must be applauded, whether or not or not Twitter seems to be salvageable.

“We shouldn’t be saying that has been set as much as fail publicly however that she has determined that that is her shot to strive one thing a bit heroic,” says Brown. “By most individuals’s accounts, she goes to fail. However wouldn’t it’s cool if she pulls it out?” If Yaccarino manages that, it is likely to be probably the most stunning twist of all within the spiraling story of Musk’s takeover.

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