The Losers in the Game of Power: Why Linda Jakkarino is Destined to Exit

When Linda Yaccarino announced her departure, the industry was not surprised. The senior executive from NBCUniversal, once seen as the savior capable of rescuing the troubled X platform under Elon Musk, ultimately left quietly. But what’s truly worth noting is not her departure itself, but the fact that she never truly held power.

Inevitable Failure: From the Moment of Entry

When Linda Yaccarino joined X in 2023, her mission was clear—re-engage advertisers who had been scared off, leveraging her brand influence and network. After Elon Musk’s $4.4 billion acquisition of Twitter, many brands pulled out, and his dismissive attitude toward these brands only worsened the situation. On the surface, Yaccarino seemed to have everything needed for success: industry recognition, extensive connections, and an impressive career background.

However, as several industry insiders later revealed to the media, she was sidelined from the very beginning. A report by the Financial Times revealed a harsh reality: Elon Musk never intended to truly delegate authority.

Behind-the-Scenes Micro-Management: The True Face of Power

Although Yaccarino was nominally the CEO, decision-making power was in others’ hands. From advertising policies to personnel appointments, Elon Musk was involved in everything. Whether it was banning certain labels in ads, adjusting pricing models, or appointing Nikita Bier as head of product—these decisions, which should have belonged to Yaccarino, were made unilaterally by Musk.

Advertising executive Brian Weiser pointed out that when Elon Musk decided to merge X with his AI company xAI (a $4.5 billion restructuring), Yaccarino’s position was already precarious. At that moment, she should have realized she was being marginalized.

The situation grew more complicated when Musk brought in Steve Davis to handle finance, and later appointed Mahmoud Reza Banki as CFO. Crucially, Banki reported directly to Musk, not to Yaccarino. Within this power structure, Yaccarino found herself an outsider even within her own department. She advocated for increased creator subsidies and upgraded ad technology, while Banki insisted on cost-cutting. Their disagreements could not be reconciled, and her voice was ultimately drowned out.

False Victories and Genuine Pressures

Despite the difficulties, Yaccarino achieved some results. She persuaded major brands like Shell and Pinterest to return to the platform—though not entirely honestly: through threats of litigation. X filed antitrust lawsuits against these brands, accusing them of illegal collusion and boycott. Industry insiders say these brands returned not out of trust, but to avoid legal disputes.

Nevertheless, these efforts led to some numerical improvements. According to eMarketer, X’s ad revenue is expected to reach $2.3 billion this year, up from $1.9 billion last year. But compared to the $4.1 billion before Musk took over in 2022, the numbers are still far from recovery.

The Spark: Don Lemon Incident

What truly accelerated Yaccarino’s departure was a series of public conflicts. In early 2024, she reached a content partnership agreement with broadcaster Don Lemon. But when Lemon asked Musk about his drug use during an interview, Musk angrily canceled the entire deal. This incident triggered lawsuits and completely shattered Yaccarino’s already fragile position.

At the same time, xAI’s chatbot Grok released anti-Semitic content, exposing further chaos in platform management. Although officials denied any connection between the two incidents, for a exhausted Yaccarino, it was the last straw.

A CEO in Name Only

In an interview at the Cannes Advertising Festival, just three weeks before her departure, Yaccarino still publicly claimed: “I am the CEO of X, and my boss remains unchanged.” But according to insiders, her title was already nominal at that point. A management source close to operations clarified: “Elon makes all the decisions.”

Some compare this power imbalance to Facebook’s example. “Sheryl Sandberg and Mark Zuckerberg found their rhythm,” said an insider, “but Linda never reached such coordination with Elon.”

Dull Prospects

Today, Yaccarino’s future remains uncertain. As a Republican, she has close ties to Trump’s circle, personal connections with Ivanka Trump, and maintains close relationships with several politicians. Industry voices speculate she might enter government or become an advocate for “free speech”—a direction she hinted at, wearing a diamond “free speech” necklace last year.

In a sense, Yaccarino’s story reflects the dilemma of working with absolute power. She was not fired, but pushed out by a position that was never truly authorized. Though she has resources and connections to pursue her next opportunity, the lesson from this experience is clear: in an organization fully controlled by a dominant individual, even the most senior managers find it difficult to exert influence.