{"id":3584,"date":"2025-04-07T18:25:35","date_gmt":"2025-04-07T18:25:35","guid":{"rendered":"https:\/\/aomtodayprod.wpenginepowered.com\/?p=3584"},"modified":"2025-07-09T15:20:02","modified_gmt":"2025-07-09T15:20:02","slug":"risks-and-rewards-of-ceos-getting-typecast","status":"publish","type":"post","link":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/","title":{"rendered":"Risks and Rewards of CEOs Getting Typecast"},"content":{"rendered":"<p>By <a href=\"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/\" target=\"_blank\" rel=\"noopener\">Daniel Butcher<\/a><\/p>\n<p>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.<\/p>\n<p>Academy of Management Scholar <a href=\"https:\/\/www.aom.org\/today\/tim-pollock\/\" target=\"_blank\" rel=\"noopener\">Tim Pollock<\/a> of the University of Tennessee, Knoxville said that he has done extensive research on the media\u2019s tendency to typecast CEOs.<\/p>\n<p>\u201cAs 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,\u201d Pollock said. \u201cThese 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\u2014that\u2019s one kind of celebrity.<\/p>\n<p>\u201cThen there are rebels, who come in and do things that are contrary to the industry norms and really stand out and shake things up,\u201d he said. \u201cAnd there are those reformers who can look over the horizon and say, \u2018This 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,\u2019 so they change before things get bad to save the company.<\/p>\n<p>\u201cAnd then they\u2019re 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.\u201d<\/p>\n<p>The first type of CEO, either founders or cofounders who are typecast as creators, include familiar names such as:<\/p>\n<p>\u2022 Mark Zuckerberg of Meta<br \/>\n\u2022 Michael S. Dell of Dell Technologies<br \/>\n\u2022 Jensen Huang of Nvidia<br \/>\n\u2022 Marc R. Benioff of Salesforce<br \/>\n\u2022 Bom Kim of Coupang<br \/>\n\u2022 Jack Dorsey of Block (who also cofounded Twitter and Bluesky)<br \/>\n\u2022 Brian Chesky of Airbnb<br \/>\n\u2022 Tony Xu of DoorDash<br \/>\n\u2022 Robert Greenberg of Skechers<br \/>\n\u2022 Charles Liang of Super Micro Computer<br \/>\n\u2022 Sam Walton of Wal-Mart<br \/>\n\u2022 Jeff Bezos of Amazon and Blue Origin<br \/>\n\u2022 Warren Buffett of Berkshire Hathaway<\/p>\n<p>As for the rebel CEOs, Ralph Nader wrote <em>The Rebellious CEO: 12 Leaders Who Did It Right<\/em>, in which he praised:<\/p>\n<p>\u2022 John Bogle of Vanguard<br \/>\n\u2022 Anita Roddick of The Body Shop and Natura<br \/>\n\u2022 Ray C. Anderson of Interface<br \/>\n\u2022 Herb Kelleher of Southwest Airlines<br \/>\n\u2022 Jeno Paulucci of Luigino\u2019s and Totino\u2019s<br \/>\n\u2022 Sol Price of FedMart, Price Club, and Costco<br \/>\n\u2022 Robert Townsend of Avis<br \/>\n\u2022 Andy Shallal of Busboys and Poets<br \/>\n\u2022 Bernard Rapoport of American Income Life Insurance<br \/>\n\u2022 Yvon Chouinard of Patagonia<br \/>\n\u2022 Gordon B. Sherman of Midas International<br \/>\n\u2022 Paul Hawken of Project Drawdown, Erewhon Trading Company, Smith &amp; Hawken, and OneSun<\/p>\n<p>\u201cOnce we know CEOs\u2019 leadership style, we\u2019d like to see them live up to their reputation, and we have these tropes about what these sorts of people do,\u201d Pollock said. \u201cWe like to see them keep doing the same stuff over and over.<\/p>\n<p>\u201cAnd so, if they try to behave in a different way than the public role they\u2019ve 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\u2019s not what we want from that kind of a hero or celebrity,\u201d he said.<\/p>\n<p>\u201cWe want to see them do these creator things and not do these reformer things.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,71,22,19],"tags":[],"sp_smart_badges":[],"ppma_author":[70],"class_list":["post-3584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-c-suite","category-communicating","category-entrepreneurship","category-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Risks and Rewards of CEOs Getting Typecast - Academy of Management Today<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Butcher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/\"},\"author\":{\"name\":\"Daniel Butcher\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#\\\/schema\\\/person\\\/d1297a59039d9ca7bac9d9f0952e508c\"},\"headline\":\"Risks and Rewards of CEOs Getting Typecast\",\"datePublished\":\"2025-04-07T18:25:35+00:00\",\"dateModified\":\"2025-07-09T15:20:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/\"},\"wordCount\":586,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/steve-jobs2.webp\",\"articleSection\":[\"C-SUITE\",\"COMMUNICATING\",\"ENTREPRENEURSHIP\",\"LEADERSHIP\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/\",\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/risks-and-rewards-of-ceos-getting-typecast\\\/\",\"name\":\"Risks and Rewards of CEOs Getting Typecast - 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You can reach him at dbutcher@aom.org or via LinkedIn.\",\"sameAs\":[\"https:\\\/\\\/aomtodayprod.wpenginepowered.com\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/danielbutcher\\\/\"],\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/author\\\/daniel-butcher\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Risks and Rewards of CEOs Getting Typecast - Academy of Management Today","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/","twitter_misc":{"Written by":"Daniel Butcher","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#article","isPartOf":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/"},"author":{"name":"Daniel Butcher","@id":"https:\/\/www.aom.org\/today\/#\/schema\/person\/d1297a59039d9ca7bac9d9f0952e508c"},"headline":"Risks and Rewards of CEOs Getting Typecast","datePublished":"2025-04-07T18:25:35+00:00","dateModified":"2025-07-09T15:20:02+00:00","mainEntityOfPage":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/"},"wordCount":586,"commentCount":0,"image":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#primaryimage"},"thumbnailUrl":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp","articleSection":["C-SUITE","COMMUNICATING","ENTREPRENEURSHIP","LEADERSHIP"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/","url":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/","name":"Risks and Rewards of CEOs Getting Typecast - Academy of Management Today","isPartOf":{"@id":"https:\/\/www.aom.org\/today\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#primaryimage"},"image":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#primaryimage"},"thumbnailUrl":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp","datePublished":"2025-04-07T18:25:35+00:00","dateModified":"2025-07-09T15:20:02+00:00","author":{"@id":"https:\/\/www.aom.org\/today\/#\/schema\/person\/d1297a59039d9ca7bac9d9f0952e508c"},"breadcrumb":{"@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#primaryimage","url":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp","contentUrl":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp","width":1000,"height":720,"caption":"A wax sculpture of Apple founder Steve Jobs in Madame Tussauds wax museum in Istanbul.\/Source: Shutterstock"},{"@type":"BreadcrumbList","@id":"https:\/\/www.aom.org\/today\/risks-and-rewards-of-ceos-getting-typecast\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.aom.org\/today\/"},{"@type":"ListItem","position":2,"name":"Risks and Rewards of CEOs Getting Typecast"}]},{"@type":"WebSite","@id":"https:\/\/www.aom.org\/today\/#website","url":"https:\/\/www.aom.org\/today\/","name":"Academy of Management Today","description":"Smarter, faster business news","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.aom.org\/today\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.aom.org\/today\/#\/schema\/person\/d1297a59039d9ca7bac9d9f0952e508c","name":"Daniel Butcher","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/085e55dd8b6bc186c84fe76ed72735ec1ce8396dff19755de507fb86659a8d08?s=96&d=mm&r=g559188980b254e0e0624aacb72ebc733","url":"https:\/\/secure.gravatar.com\/avatar\/085e55dd8b6bc186c84fe76ed72735ec1ce8396dff19755de507fb86659a8d08?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/085e55dd8b6bc186c84fe76ed72735ec1ce8396dff19755de507fb86659a8d08?s=96&d=mm&r=g","caption":"Daniel Butcher"},"description":"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\u2019s InvestmentNews and Crain\u2019s Wealth, eFinancialCareers, and Arizent\u2019s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor\u2019s degree, Cum Laude, from the University of Colorado Boulder and his master\u2019s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.","sameAs":["https:\/\/aomtodayprod.wpenginepowered.com","https:\/\/www.linkedin.com\/in\/danielbutcher\/"],"url":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"}]}},"authors":[{"term_id":70,"user_id":4,"is_guest":0,"slug":"daniel-butcher","display_name":"Daniel Butcher","avatar_url":{"url":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp","url2x":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp"},"0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"rttpg_featured_image_url":{"full":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",1000,720,false],"landscape":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",1000,720,false],"portraits":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",1000,720,false],"thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2-150x150.webp",150,150,true],"medium":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2-300x216.webp",300,216,true],"large":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",800,576,false],"1536x1536":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",1000,720,false],"2048x2048":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2.webp",1000,720,false],"owl_elementor_thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2-600x432.webp",600,432,true],"owl_elementor_team":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2-350x450.webp",350,450,true],"owl_elementor_testimonial":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/03\/steve-jobs2-100x100.webp",100,100,true]},"rttpg_author":{"display_name":"Daniel Butcher","author_link":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"},"rttpg_comment":2,"rttpg_category":"<a href=\"https:\/\/www.aom.org\/today\/category\/c-suite\/\" rel=\"category tag\">C-SUITE<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/communicating\/\" rel=\"category tag\">COMMUNICATING<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/entrepreneurship\/\" rel=\"category tag\">ENTREPRENEURSHIP<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/leadership\/\" rel=\"category tag\">LEADERSHIP<\/a>","rttpg_excerpt":"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&hellip;","_links":{"self":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/3584","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/comments?post=3584"}],"version-history":[{"count":0,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/3584\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media\/3586"}],"wp:attachment":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media?parent=3584"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/categories?post=3584"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/tags?post=3584"},{"taxonomy":"sp_smart_badges","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/sp_smart_badges?post=3584"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/ppma_author?post=3584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}