Games Billionaires Might Play - Elon Musk Might Not Succeed at This One

 In business, trust is almost everything. It, for example, determines brand equity. That's exactly why top public relations firm Edelman measures that entity annually and publishes its Trust Barometer. 

ELON MUSK BRAND

Currently, Elon Musk could be losing lots of those trust points. His brand could be coming undone.

The Wall Street Journal takes on his contention that it's the number of fake accounts issue which had caused him to put the Twitter deal on hold. As the WSJ explains, that's not a new issue. Fake accounts have been embedded in social networks for years. And since those operating them keep improving their methodology they are not likely to go away.

WHAT THE GUY MIGHT BE UP TO

Few others are accepting the reason Musk had provided for backing off, at least temporarily. Instead there are stern questions about what this billionaire might be trying to do.

One line of thought is that he has old-fashioned buyer's remorse. And he is playing cute to exit the agreement on terms favorable to him. There is not a lot of sympathy there. Who hasn't gotten locked in a deal which represented not a smart decision.

Another hunch is that he intends to negotiate a lower sales price. The purchase was supposed to be at 54.20 a share. At the market's closing on Friday Twitter was at 40.72. Could Musk be leveraging his wild behavior to influence the stock price?

NO HAMLET

It's unlikely Musk is doing a Hamlet: Should he or shouldn't he. More likely this is strategic calculation. And its dynamics are reflecting badly on Musk. Maybe on all billionaires. If the business community decides he is trying to game the system - and is a type of bad actor - he could register low on any trust barometer forever. His ability to transact business could be limited. His style of leadership could become positioned and packaged as what not to do.

With this major a possible stunt a comeback could be impossible. After all, Twitter employees are in angst about their employment security. This is at a time when much of tech is laying off or will soon enough. The market for the skills of those at Twitter could be glutted.

NOT UNTHINKABLE

Reflection: Is Musk finished?

Connect with Editor-in-Chief Jane Genova at janegenova374@gmail.com.

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