The modern leader has learned what politicians figured out decades ago: control the narrative, and you can postpone accountability. The tragedy is that journalists eventually interrogate public figures, while leaders are too often judged by the glowing autobiographies they write about themselves on LinkedIn.
Arik De’s recent, abrupt exit as Chief Revenue and Commercial Officer of Etihad Airways illustrates the problem. Within days, current and former employees described a workplace that looked nothing like his profile. They cited De’s hostile management and recalled the relentless threat of reprimand and public humiliation under his leadership. Some alleged that sock-puppet accounts were praising him and attacking his rivals.
That’s the leader as brand, with curated posts and carefully chosen numbers. A leader who has to keep announcing his excellence has already given us reason to doubt it.
Public scrutiny of leaders is usually too cursory to catch this, and hiring and promotion systems aren’t built to catch it either. Former employers confirm dates and titles and little else, because they fear libel claims. Leaders pick their own references. The people who worked under them stay quiet, held back by NDAs and the risk of being blacklisted. Political economist Timur Kuran called this preference falsification: when speaking up is costly, silence looks like consensus. Once the leader leaves, that cost disappears, and years of withheld accounts can surface at once.
That’s what happened with De. Whether every allegation is true is beside the point. What matters is how quickly a starkly different picture emerged once employees felt free to speak.
The most revealing thing about a leader is often what can’t be seen. A profile shows achievements, usually in flattering terms. It says nothing about daily conduct, and few people check. A leader can look impressive outwardly while his team works in fear.
Idea for Impact: Treat executive reputations the way you would treat advertising: as a claim to be investigated rather than a fact to be accepted. The real measure is how a leader’s team talks about him once he no longer controls their careers.
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