Here’s how—and why—Jeff Bezos and Elon Musk both succeed with differing leadership styles:
Jeff Bezos leads Amazon and Blue Origin, the space company that wants to take you to the moon. Elon Musk leads Tesla and SpaceX, the space company that wants to take you to Mars to join a colony. Collectively the companies they lead have generated over $1 trillion in market value over the past 10 years. So it’s not surprising that Bezos and Musk are tied for the No. 1 spot in our 2019 Forbes ranking of America’s Most Innovative Leaders.
, Harvard Business Review Press, June 2019). If nearly anyone other than Elon Musk had proposed drilling tunnels underneath Los Angeles, they would have been laughed out of the building. But when Musk proposed the “Hyperloop” he was greeted with enthusiasm, fanfare…and even investment. By just mentioning the idea for “Hyperloop” , Musk was able to generate an explosion of media attention to the idea .
Which one is better? Well that all depends what uncertainty you are trying to resolve. Bezos’ approach works especially well when the innovation requires a deep understanding of customer needs and preferences; or in other words when there is a lot of market uncertainty . In contrast, Musk’s approach works well when there is a lot of technological uncertainty .
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