The Glass Cliff

What is a Glass Cliff?

I want to start with X (formerly Twitter).

It was 2022.  Elon Musk had just spent $44B to buy Twitter.  He pissed off advertisers.  Drove out 80% of it’s employees.  Removed content moderation.  Subscribers and engagement were down.  The share price was tanking.  It wasn’t looking good.

He had no time to run it, and very few people were interested to run a sinking ship that he described as “painful”.  So, he went looking for someone “foolish” enough to run it.

Eventually, Musk hired Linda Yaccarino.  She was the first female CEO at Twitter and her job can only be described as difficult.  Her task: take a well-known brand that’s being destroyed and make it great again.  And … deal with an egomaniac boss.

First year results weren’t good.  X was only worth $12 billion, monthly users were down 15% and ad revenue slumped 54%.  She was skewered in the press for not doing enough to turn X around.  People were calling for her to be fired.

This is called a “Glass Cliff”.  Glass Cliff is a concept that originating in 2005[1] where women are more likely to be given leadership opportunities when the company is broken and needs fixing, but failure is more likely. 

Why?  Women in these roles are viewed as novelties – think of a female VP Engineering or CTO – and not given the same chance of success.  They are seen as “stop gap” measures rather than a long term leader who can make a difference.

Why does it happen?

 When there’s a crisis, we often look to leaders to reassure us and help us navigate through it.  Examples include the Depression, WW2, Cuban Missile Crisis, 2008 financial crisis, and the recent Pandemic.

Think back to when you were a child and got hurt or were upset.  I went to my mom for comfort and reassurance.  Chances are you did the same. 

The same concept applies during a crisis.  It is this need for soft skills - a “motherly” approach – to calm our fears and motivate us towards a goal.  Men, on the other hand, are traditionally associated with power and leadership, which is why you usually see men in charge. 

The problem is there is a double-edged sword for women: high expectations but low support.  Women are sometimes not given the tools or time required to fix the problem and are often required to “do more” to get results.  When it fails, they’re blamed, and it can create a halo effect. 

The result? Women are 24% more likely to be fired than men and have shorter tenures.[2]

You’re given an opportunity … what should you do?

Obviously, that’s a personal choice.  Some women may fear that this could be a “once in a lifetime” opportunity.  Others may feel there will be other chances and be patient.  There’s no right or wrong accepting a leadership role.

Before you decide, go in knowing if the reward is worth the risk.  Have an open conversation about expectations, timelines, and what you need to be successful. 

If you’ve accepted the challenge, quickly build relationships, and solicit opinions to get the buy-in you need.  Consider also seeking out peers as well so that you’ve got an independent voice as well.  Build a strong support network to set yourself up for success.

Thanks for reading and good luck!

Share your feedback: jason@noblesearchgroup.com

HBR podcast link: https://hbr.org/podcast/2024/03/why-the-glass-cliff-persists

[1] The term was coined in 2005 by British professors Michelle K. Ryan and Alexander Haslam of University of Exeter, United Kingdom.

[2] HBR Podcast – why the glass cliff persists