The 13th Leadership Style: Bro
It's High Time Narcissist Bro Culture Step Aside
Here we are with the 13th leadership style I never thought I’d be writing about: The Bro Leadership Style. You can think of this one as “the anti-leadership style”. You won’t find this one in textbooks, but anyone who has spent time in the tech industry knows exactly what it is. It’s a toxic combination of ego, exclusion, and self-serving behavior masquerading as bold leadership.
Let’s be clear: Bro Leadership has run its course, especially in tech, where it’s been allowed to thrive. It's about ego-driven decisions, flashy quick wins, and a complete disregard for people who don’t fit the “bro” mold. It’s time to call this behavior out and move on to something better.
What is the "Bro" Leadership Style?
Bro Leadership is all about prioritizing the leader’s ego over the well-being of the team or company. It’s often confused with confidence and bold vision, but the reality is far less impressive. Leaders who operate this way are more focused on their image and personal gains than fostering collaboration, mentoring talent, or making long-term decisions for the good of the organization.
It’s a leadership style marked by bravado and exclusion, where diversity, inclusion, and empathy are pushed aside. It tends to thrive in environments that reward risk-taking with little accountability and where “disruption” is a code for disregarding ethical standards and respect for employees.
The Pros of the "Bro" Leadership Style (Slim Pickings)
Bold Moves: Sometimes Bros make bold decisions when others hesitate, potentially leading to short-term success.
Charisma: They can be persuasive and charismatic, creating a following—though this is often mistaken for true leadership.
Disruption: They might break industry norms, though the long-term consequences are often ignored.
The Cons of the "Bro" Leadership Style
Exclusionary: It fosters a toxic culture where those who don’t fit into the “bro” clique are marginalized or dismissed.
Ego-Driven: Decisions are often made for personal gain, not the benefit of the organization or team, leading to poor long-term outcomes.
Toxic Workplaces: The competitive, “win-at-all-costs” mentality creates burnout, high turnover, and disengaged employees.
No Accountability: When things go wrong, Bro Leaders often deflect blame, eroding trust and team morale.
Avoiding the "Bro" Leadership Style
Frankly, the Bro Leadership Style is one to avoid at all costs. It may produce short-term gains, but the long-term consequences—high turnover, toxic work environments, and poor diversity—make it unsustainable. If your company values innovation, inclusivity, and collaboration, this is the exact opposite of what you need.
Unfortunately, tech and other industries sometimes reward this behavior because it delivers immediate results. But those short-term wins often come with a heavy price.
"Bro" Leadership in Action (And Why It’s Time for a Change)
Elon Musk – As CEO of companies like Tesla, SpaceX, and X (formerly Twitter), Elon Musk’s leadership exhibits many of the traits of the Bro Leadership Style. Musk is often celebrated as a visionary, but his tendency to take credit for the work of others and his problematic attitudes toward women add layers of toxicity to his leadership. His public commentary around women, including dismissive or objectifying statements, paints a picture of a leader who thrives in environments where women are often marginalized. Musk’s leadership style—ruthless layoffs, sudden decision-making, and disregard for employee well-being—has turned companies like Twitter (X) into a case study of Bro Leadership taken to the extreme. Behind the bold facade, Musk often co-opts the accomplishments of engineers and teams, framing himself as the sole genius behind successful innovations, when in reality, it's the collective effort of thousands of workers.
Adam Neumann – The former CEO of WeWork, Adam Neumann, became the poster child for reckless, ego-fueled leadership. His decisions led to WeWork’s near-collapse, with a leadership style marked by excess and self-interest over long-term sustainability.
Travis Kalanick – The ex-CEO of Uber, Travis Kalanick, fostered a toxic, hyper-aggressive work culture. His cutthroat leadership style valued growth at any cost, leading to numerous scandals and ultimately damaging the company’s reputation.
Replacing Bro Culture with Real Leadership
Calling out Bro Leadership isn’t enough—we need to replace it with something more inclusive and sustainable. Effective leaders combine confidence with humility, ambition with accountability, and aim for success that lifts everyone, not just themselves. It's time to leave the bro culture behind, especially in tech, and embrace leadership that values empathy, collaboration, and inclusivity.
The Bro Leadership Style has had its moment, but that moment has passed. Success should be measured not by personal gains but by how much we elevate others along the way. If you’re ready to move beyond Bro Leadership and explore one of the healthier leadership styles that foster real growth and inclusivity, book a discovery call and let’s talk.
Together, we can build a better future for leadership and leave the bros in the past.
Leah
Good article!!! Really insightful and picks out those traits what we’ve come to hate and work to avoid!