Why is there a market for electric vehicles? Why are people venturing into the arena of space travel?
Economist Robert J. Shiller asserts that certain narratives take off and take hold because they receive influential endorsements. He credits the charismatic leadership of Elon Musk for two of these economic narratives.
Keep reading to learn how Elon Musk’s charismatic leadership has captured our imagination in two sectors of the economy.
Elon Musk’s Charismatic Leadership
Shiller notes that charismatic and compelling storytellers can significantly amplify narratives. Charismatic storytellers possess the power to engage people emotionally and intellectually, making the narrative more relatable and memorable.
For an example of this, we can look at the story of Elon Musk and his companies, especially Tesla and SpaceX. Elon Musk’s charismatic leadership is a factor behind two major economic narratives.
Narrative #1
First, he’s propelled the narrative of electric vehicles (EVs) into the mainstream with Tesla and demonstrated a unique ability to narrate a future where sustainable transportation is not only possible but exciting and inevitable. His narrative paints a picture of a world where EVs are accessible, affordable, and environmentally friendly, appealing to both consumers and investors alike.
Narrative #2
Second, with SpaceX, Musk has reshaped the economic narrative of space exploration and commercialization. He tells a story of humanity’s expansion into space, with Mars colonization as a realistic goal. His charismatic storytelling has captivated the public’s imagination and reignited interest in space travel. This narrative has enabled ordinary people to imagine themselves as spacefaring citizens, driving significant new investment in the space industry and garnering support from governments, investors, and space enthusiasts.
| Charismatic Authority and the Authority Principle The power of charismatic and compelling storytellers to amplify and spread narratives may be due in part to charismatic authority, a concept originally outlined by sociologist Max Weber. Weber explains that charismatic leaders gain authority through their personal magnetism, exceptional qualities, or inspirational abilities—and crucially, their followers’ belief in these qualities. With that authority, the charismatic leader often plays a significant role in shaping new realities and narratives for their followers by inspiring change, leading movements, or challenging existing norms and beliefs. Exploring this concept further, in Influence, Robert Cialdini writes that people are hard-wired to comply with requests that come from an acknowledged and accepted source of authority. Cialdini labels this instinct the “Authority Principle.” In sum, because charismatic storytellers are so engaging, we “elect” them as figures of authority in our minds and obey them as such. |
