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Why IT loves the big personalities
Irritating, arrogant but always worth listening to...

By editorial@silicon.com

Published: Friday 28 June 2002

Quick test. Which well-known technology leader was responsible for this rather cumbersome quote earlier in the week:

"The one question we are ultimately trying to answer with XXXX [future product] is where is my stuff? If we can get this nailed so that I can find my stuff no matter what device I'm using, I think XXXX will become a real breakthrough."

And which CEO said this:

"It wasn't that long ago that people thought if you took a really stupid business idea and put a Dell internet server with it it became a great idea"

If you know your Microsofts from your Oracles it won't be too hard to guess that the first quote comes from Microsoft chairman Bill Gates and second from Oracle boss Larry Ellison. (Ellison was in particularly acerbic mood this week, dismissing the web services panacea as "lunacy" and predicting the demise of his rivals in the IT equivalent of the "killing fields")

You couldn't get two more contrasting figures: Gates, the geek-made-rich in his obligatory polo shirt tucked into his obligatory chinos and Ellison, the jet-flying, yacht-racing perma-tanned ladies man.

Despite their obvious differences the leaders of the world's two largest software firms have one thing in common. Both are paid up members of the cult of the personality. Like Richard Branson and (prior to his departure at EasyJet) Stelios Haji-Ioannou their names are interchangeable with the companies they run.

Gates may no longer be a CEO but ask yourself who is synonomous with Microsoft, Gates or Steve Ballmer?

As Ellison was speaking, his former number two Ray Lane alluded to what he saw as the major flaw in the personality CEO. He argued that Oracle was "highly dependent" on Ellison's style of leadership which in turn contributed to the departure of many senior managers, Lane included. Oracle will be okay as long as Ellison remains but "what happens when Larry goes off to the America's Cup" or takes a more permanent leave of absence?

It's probably a risk worth taking. Ellison and Gates are newsworthy. When they speak people listen. Only Sun's Scott McNealy runs them close. The industry is not just about the quality of the software, it's about the message. And Ellison, Gates and McNealy are expert messengers.

Of course, you can run a successful operation without a charismatic leader. IBM has pointedly shied away from putting Sam Palmisano - and Lou Gerstner before him - on the rent-a-quote circuit. Ditto Intel with Andy Grove and Craig Barrett.

But the truth is, the IT industry would be a much duller place without Ellison and co.