Academy of Management Today

By Daniel Butcher

Celebrity CEOs are often typecast in the media as either traditional founders/creators or reformers/rebels. Those who live up to their reputation while running successful companies are lionized as heroes, but those who break the expectations of their type or face failure or scandal can be portrayed as villains.

Academy of Management Scholar Tim Pollock of the University of Tennessee, Knoxville said that he has done extensive research on the media’s tendency to typecast CEOs.

“As far as the typecasting, we first researched factors that make them a celebrity, and we looked at different kinds of celebrity, so we so we had people who were creators,” Pollock said. “These are basically the company founders, Steve Jobs, Mark Zuckerberg, the folks like this who started and founded these businesses and grew them as the CEO—that’s one kind of celebrity.

“Then there are rebels, who come in and do things that are contrary to the industry norms and really stand out and shake things up,” he said. “And there are those reformers who can look over the horizon and say, ‘This is a company is doing well right now, but I know that there are fundamental problems in the company that will likely cause its performance to go down unless we make these changes,’ so they change before things get bad to save the company.

“And then they’re the CEOs who go into a really bad situation and pull the company back from the brink to sit and save the company, and so, depending upon those kinds of non-conforming behaviors they engage in, they get typecast as a certain type of CEO.”

The first type of CEO, either founders or cofounders who are typecast as creators, include familiar names such as:

• Mark Zuckerberg of Meta
• Michael S. Dell of Dell Technologies
• Jensen Huang of Nvidia
• Marc R. Benioff of Salesforce
• Bom Kim of Coupang
• Jack Dorsey of Block (who also cofounded Twitter and Bluesky)
• Brian Chesky of Airbnb
• Tony Xu of DoorDash
• Robert Greenberg of Skechers
• Charles Liang of Super Micro Computer
• Sam Walton of Wal-Mart
• Jeff Bezos of Amazon and Blue Origin
• Warren Buffett of Berkshire Hathaway

As for the rebel CEOs, Ralph Nader wrote The Rebellious CEO: 12 Leaders Who Did It Right, in which he praised:

• John Bogle of Vanguard
• Anita Roddick of The Body Shop and Natura
• Ray C. Anderson of Interface
• Herb Kelleher of Southwest Airlines
• Jeno Paulucci of Luigino’s and Totino’s
• Sol Price of FedMart, Price Club, and Costco
• Robert Townsend of Avis
• Andy Shallal of Busboys and Poets
• Bernard Rapoport of American Income Life Insurance
• Yvon Chouinard of Patagonia
• Gordon B. Sherman of Midas International
• Paul Hawken of Project Drawdown, Erewhon Trading Company, Smith & Hawken, and OneSun

“Once we know CEOs’ leadership style, we’d like to see them live up to their reputation, and we have these tropes about what these sorts of people do,” Pollock said. “We like to see them keep doing the same stuff over and over.

“And so, if they try to behave in a different way than the public role they’ve been cast in, if a creator CEO tries to move in a different direction and acts like a reformer, they get penalized for it, because that’s not what we want from that kind of a hero or celebrity,” he said.

“We want to see them do these creator things and not do these reformer things.”

Author

  • Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for Strategic Finance magazine and Management Accounting Quarterly, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer/editor at The Financial Times, including daily FT sister publications Ignites and FundFire, as well as Crain Communications’s InvestmentNews and Crain’s Wealth, eFinancialCareers, and Arizent’s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor’s degree from the University of Colorado Boulder and his master’s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.

    View all posts
Click here for sharing