If we label the world's top entrepreneurs: "Tech Maverick" could be given to Bezos, "Social Empire" belongs to Zuckerberg, then Musk's label might be the most complex one—he is an engineer, a dreamer, and recently, he seems to want to add a bit of "Merchant of Justice" flavor.
Paying for spaceship costs is managing the future; paying for electric car costs is managing environmental protection; and now he has announced that he will pay the legal fees for Epstein case whistleblowers, which seems like managing something more abstract: a persona of justice, or rather, a banner against the old elites.
This is not to say that his actions are inappropriate; on the contrary, they are very clever. In a Western society deeply entrenched in a crisis of trust in elites, cutting ties with the dark "old elite circle" (as suggested by the Epstein case) and clearly supporting whistleblowers can garner immense public emotional support. This kind of support is a hard currency that can be converted into commercial and even cultural influence.
In other words, he is not only managing a company but also running a "value brand that can be admired by young people worldwide."
What wonderful connection does this have with Puppies?
A complete value brand needs to have multiple facets: the tough (SpaceX), the disruptive (Tesla), the rebellious (against the old elites), but it also needs a soft, healing side that connects with ordinary people.
And Puppies might just carry this last part. It is not as grand as a starship, nor as heavy as social issues; it is like a cute little dog he casually shares, representing friendliness, ease, and simple joy. This softness makes his immense influence more approachable and more easily spread, thus attracting a broader group.
His persona universe, therefore, becomes more complete and stable.
Finally, think about it:
Do you agree that Musk is intentionally managing a value brand?
Do you think a successful business leader needs such soft cultural symbols to balance their hard-core image?
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