Comment by tasssko

Elon is a personality, what the author gets right is he sets out by identifying the vision for the organisation, this helps to align the employees and customers in a way no corporate does (i.e especially not his competitors). Most corporate visions are poorly put together and sound similar “we want to do well to make our shareholders richer”. Elon’s vision involves humanity in its success, this is a unique differentiator. Elon has worked on building a controversial personal brand and as a result also put his companies in the lime light for free. Tesla and Spacex own a significant percent of the news today in their respective categories. He has disrupted corporate communications from the old faceless corporate PR to a champion of and relatable corporate personality.