Should CEOs Be Creators?

If you’re the CEO of a company in 2025, is one of your core roles now to create content, do interviews, and be a public figure? This is a continuous trend that I’ve noticed in the last three years, and it feels like more CEOs of publicly traded companies are starting to push their executives to become creators. This trend has also led to massive upticks in the market caps of publicly traded companies. The obvious names that come to mind are people like Elon Musk, Mark Zuckerberg, Neal Mohan, Sam Altman, and Alex Karp. Should CEOs be investing the time and effort into growing their social media presence?

Over the last few years I’ve noticed an increase in CEOs posting more on X, going on podcasts, and even sparking up their own Twitch streams. After the Barstool PENN deal, PENN stock continued to rip as content flooded the market led by CEO Dave Portnoy and the rest of the Barstool creators. Elon Musk has been one of the most outspoken public figures on social media, which I also think has affected Tesla stock in both positive and negative ways, but from a market capitalization perspective, it has had huge benefits.

Nvidia’s CEO Jensen Huang is the perfect example. As of late he’s been putting a lot of focus on podcast interviews and public speaking. Although he doesn’t have his own social accounts, his public presence has without a doubt had a positive impact on Nvidia’s market cap. The same playbook is being executed by OpenAI (a non-public company) and Sam Altman. Their last valuation was $500B, and Sam has been very outspoken, also doing podcasts, making news appearances, and dominating the Sora app discovery feed. This is slowly becoming the role of a Fortune 500 company CEO.

I think we’re going to see a lot more Fortune 500 CEOs start doing interviews and becoming public figures. CEOs will go on other people’s livestreams, break down earnings reports on X, and join popular podcasts. CEOs will start paying clippers to clip their content with no question, we’ve already seen this with Cluely. Ten years ago CEOs were hidden from the public eye, and now they’re everywhere.

The modern CEO can’t just be a business leader anymore, they need to be a creator. Being visible, building a personal brand, and showing up online are now part of the job description.

Each week I’ll be telling you what you should lock in on from the deepest corners of the internet. This week you need to lock in on the Counter Strike skin market crash.

The stock market just crashed, but it’s not the stock market you’re thinking about. Counter Strike’s skin market (custom cosmetic skins for the in-game guns and knives) was worth $6B a few weeks ago, today it’s rumored to be worth $4B due to an update that makes getting the rarest skins in the game easier. Some streamers had their entire livelihoods in CS skins, and Valve just proved that virtual stocks can crash from a simple update. This is your sign to reach out to your friends who had a lot riding on the CS skin market.

Adamn Killa Gets Detained
Is this all part of a bigger plan?

Cam Skattebo Blows Up Twitch
Parsing dungeons while he’s recovering off the field.

RIP To The Penny
We’re still grabbing them off the floor if they’re heads up.