Musk's Ten Techniques of Management

图片来源：NATHAN LAINE—BLOOMBERG/GETTY IMAGES

As one of the most iconic entrepreneurs of the 21st century, Elon Musk has adopted an unconventional approach to business management – such as his temper of temper, his support for antisemitism and ideas that seem non-mainstream in Western society, and his disdain for so-called "corporate citizenship". Fortunately, he is the owner and major shareholder of the company himself, and if he were just an ordinary CEO, he would have been fired by a conservative board of directors long ago. In addition, Musk is also a person who likes to go to extremes. One moment he was boasting that Tesla's future valuation would be astronomical, and the next moment he was saying that X's shareholders were probably going bankrupt.

In short, this "flammable and explosive" CEO who likes to "shoot" everywhere is an outlier in management, and you can't find a similar management routine in the case library of Harvard Business School, but he can succeed all the way. Here are the top 10 management tips for Musk that we have refined.

1. Draw flatbread

Musk is very good at selling his vision for the future, for example, he said that he will completely change the traditional profit model of automakers, simply not to pay too much attention to Tesla's current stagnant earnings figures, because the electric car market will take off sooner or later.

It is precisely because of this strong ability to "draw cakes" that Tesla's investors, as well as various capitalists and tycoons, will support various projects from his X to SpaceX all the way. Tesla's shareholders wouldn't be valued at $630 billion now if its shareholders hadn't eaten his pie — and that's after the latest plunge. During an earnings conference in 2023, Musk said: "I think the company's valuation will be 5 times, or even 10 times what it is now." Even at the lower end of this forecast, Tesla's valuation would be 50% higher than Apple's current market capitalization.

2. Repeatedly promise that "the big one is coming"

Musk's most frequent words are that he is about to launch a revolutionary new product. It's also feeding investors that he's going to continue to change the world, and that investing in him is investing in the future. Of course, the release dates of his revolutionary new products are also always "bounced", and often the pigeons are released repeatedly.

In 2019, Musk said that there will be 1 million robo-taxis on the road around the world next year. He also said that Tesla would deliver the Cybertruck pickup truck in 2021, only to change its tune later, unsurprisingly, to delay it until 2022. Now he says that mass production will have to wait until the beginning of next year. The Cybertruck pickup, which is made of stainless steel and resembles an alien vehicle from a sci-fi movie, is extremely difficult to manufacture and costly, making it difficult to make people wonder if Tesla will be able to mass-produce it and make a profit.

He also said that his Boring company would dig a 10-mile-long tunnel under Los Angeles, and Tesla Energy would produce 1,000 solar cell systems a week.

3. Control all aspects of the production process

In Musk's view, the key to entrepreneurship is two problems - invention and process. And his genius lies in the fact that once he makes an innovative design - whether it is a car or a rocket, he can produce a manufacturing machine in the form of "ultra-low cost + ultra-large output". In the words of Walter Isaacson, author of "Musk's biography", Musk is often proud of his "factory that makes products."

When Musk first took the helm of Tesla in 2008, the engineers who were responsible for drawing the design of the parts were drawing in offices far from the assembly line. Musk quickly moved their desks to the assembly plant so that engineers could see first-hand downtime due to design issues and redesign in the shortest amount of time if necessary. Musk also invented a famous "idiocy index", which is the ratio of the cost of a component to the cost of raw materials invested. Musk will find ways to control this index, and if the rate is too high, he will find a way to find a cheaper process.

Isaacson said Musk is demanding that every production and design engineer at SpaceX and Tesla know the precise data of every component they are responsible for designing and producing. They had to find a way to reduce costs, or they would have to be prepared to meet his wrath. SpaceX produces 70 percent of its components in-house, in stark contrast to the aerospace industry, which outsources the production of most of its components.

When it comes to vigorously promoting vertical integration, Musk is also different from his imaginary Jobs. Although Steve Jobs was also involved in the design of all aspects of the product, he outsourced the production of parts and end products such as iPhones and iPads. Musk, on the other hand, feels that doing everything in his own closed loop is a prerequisite for controlling his own destiny.

4. "Walk" at any cost

Over the years, Tesla has made huge profits thanks to its brand image, leadership in electric vehicle technology, and ultra-efficient production processes. But now, Musk no longer prioritizes profits. For example, he emphasized in Tesla's second-quarter earnings conference: "From a long-term perspective of automation, short-term changes in profit and profitability are really a trivial thing and can make these numbers look stupid." ”

In order to boost sales, Tesla has also carried out several rounds of price cuts in a row. In the United States, for example, Tesla has lowered the price of the Model Y long-range version from $65,990 to $49,000 since early January. The price cut resulted in a drop in Tesla's operating profit from 17.2% in the third quarter of 2022 to 7.6% in the third quarter of 2023. Musk bets on automation, that is, he believes that technologies such as autonomous driving will bring similar software-like profits to Tesla, but it is difficult to say what the future industrial form will become. If Musk's bet is wrong, Tesla could be "reduced" to an average automaker, rather than having a valuation nearly three times that of Toyota as it does today.

5. Ignoring traditional corporate financial indicators

Musk largely doesn't talk about the specific steps he has taken to create value for shareholders, although that's probably the part that investors want to hear the most. He also never mentions how to improve the rate of return on capital, nor does he set targets for these things. His financial management can even be described as "irresponsible". For example, in 2021, he bought $1.5 billion of bitcoin over Tesla's financial director, and then sold it at parity in 2022. But at the beginning of 2023, SpaceX lost $373 million when it liquidated its Bitcoin holdings.

According to Fortune, several banks that have lent a total of $13 billion to Company X are extremely unhappy with Musk because Musk has submitted too little business operation data to them. In addition, Musk fired the company's financial director shortly after taking the helm of the company, and until now, he has not found a successor he deems suitable for this important position.

6. What mountain to enter and what song to sing

Recently speaking about Company X, Musk said: "It's possible that we will fail, as many people predicted." "He's always portrayed X's financial situation as very miserable. You might want to ask him why he did this, and the answer is simple - Musk borrowed $13 billion from seven banks to buy X. The heavy leverage of this deal made it difficult for X, and at the same time, it also made it impossible for Musk to make enough profits to build the "universal APP" he envisioned. But now, this below-market rate loan debt is rotten in the hands of the banks, and the worse X looks in the eyes of the banks, the more likely it is that Musk will buy the debt himself at a deep discount or have creditors significantly reduce the principal.

However, Musk has another list of more than two dozen co-investors, and Musk has to make them happy no matter what—such as Saudi Arabia's Prince Alwaleed bin Talal, and Mark Anderson, all of whom are political and business tycoons he cannot afford to mess with. As a result, he has to sing about X's short-term prospects while boasting about his long-term prospects. In May 2023, he said in a memo sent to employees that X "could be worth $250 billion one day." The memo received extensive media coverage. In July, he added, "X is going to be the most valuable brand on the planet." ”

7. Firmly believe in the "wolf culture", and never be soft in layoffs

Musk believes that companies cannot maximize efficiency if they don't toss their employees, don't want to cut redundant people, and leave only those who are the most capable and hardworking. His set coincides with the management art of former General Electric CEO Jack Welch, which can be called version 2.0 of wolf culture. A system formulated by Welch that year has been used by many private enterprises in the mainland to this day, that is, the famous "last 10% elimination system".

Brandon Spikes, who worked as an engineer at SpaceX from 2002 to 2012, commented: "Musk would definitely say that it makes sense to have 10% of employees leave every year. Because if you don't fire the worst 10% and replace them with the best talent, you're not going to be able to reach your full potential. For him, everything is mathematics. ”

Spikes said that working for Musk feels both exciting and brutal. "He never fires people for no reason, and of course he doesn't have to fire people for a big reason. It's okay if you make a mistake once a year, but you can't do it twice. ”

Spikes also said that Musk still trusts engineers more than employees from other backgrounds. "At SpaceX, almost 100% of the managers are engineers, including human resources and finance. He said.

8. Dissolve the public relations department

In 2019, Musk disbanded Tesla's PR department. To this day, Tesla is still the only one without a public relations department among all publicly traded companies of the same size. Other companies controlled by Musk also do not have public relations staff. In March 2023, Musk also teased in an interview with Morgan Stanley: "Maybe we should have a vice president of publicity or 'vice president of magic', that would be great!" Musk himself is both the source of all the news about X and one of the most vocal influencers on X. Recently, he published a post on X in support of antisemitism, which drew the ire of a large number of netizens and the displeasure of advertisers.

9. Remuneration is linked to short-term stock price rather than long-term performance

At the end of 2017, Tesla's board of directors awarded Musk a 10-year stock option package, known as the "2018 CEO Performance Award". The money is divided into 12 tranches, with Tesla's market capitalization rising from $50 billion to the last tranche at $650 billion. Of course, there is an additional condition, that is, when the company's market value rises, he must also meet the company's standards in terms of sales or profits in order to receive every performance reward.

This reward was originally focused on a long time horizon, but no one expected that Tesla's valuation would soar so quickly, and neither the valuation target nor the sales target stumped Musk. So by the middle of 2021, just three and a half years after the implementation of the plan, Musk got all 12 bonuses. Now, Musk still holds a 21% stake in Tesla, worth about $137 billion, which he earned through performance bonuses. He also sold tens of billions of dollars worth of Tesla stock to buy Twitter and invest in other projects.

However, under the 2018 compensation agreement, Musk will no longer receive any options or restricted stock from Tesla. Therefore, how Tesla's operational performance is no longer so much incentive for Musk. In fact, Tesla's profitability in the first nine months of 2023 is also much lower than the same period in 2022.

10. If the "big goal" does not make money, the "small goal" will be subsidized

For SpaceX, Musk's big goal is to launch his Starship to Mars. However, his rocket business made him lose a lot of money, so Musk found a way to subsidize this money-burning business, that is, to start the "Starlink" satellite business. At present, Starlink has formed a space-based Internet network composed of 4,400 satellites. In the Russian-Ukrainian conflict, although Ukraine's basic communications were destroyed by Russian missiles, Ukraine was still able to get in touch with the rest of the world through "Starlink".

Musk's goal is to expand Starlink eightfold to 30,000 satellites. Will he be able to achieve that? Maybe, maybe it will be difficult. Of course, as long as people can continue to be attracted by his latest pie, even if everyone forgets what his first pie looked like Chinese, what does it matter?

Translator: Park Sung-kyu

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body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}