--- title: Why the New CEO Is Essential to Twitter's Future description: Linda Yaccarino is the right leader at Twitter for this moment canonical: https://time.com/6279828/linda-yaccarino-twitter-ceos/ author: Shelley Zalis article:opinion: true article:content_tier: free article:published_time: 2023-05-15T15:55:36.000Z article:modified_time: 2026-08-04T07:48:52.264Z article:section: Ideas og:title: Why the New CEO Is Essential to Twitter's Future og:description: Linda Yaccarino is the right leader at Twitter for this moment og:url: https://time.com/6279828/linda-yaccarino-twitter-ceos/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6e017de52c39166d/698a3ce1011682fed7983070/GettyImages-1387365339-1.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 og:image:width: 1024 og:image:height: 576 og:image:alt: Seat At The Table og:type: article twitter:card: summary_large_image twitter:title: Why the New CEO Is Essential to Twitter's Future twitter:description: Linda Yaccarino is the right leader at Twitter for this moment twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6e017de52c39166d/698a3ce1011682fed7983070/GettyImages-1387365339-1.jpg?branch=production&width=1024&quality=75&auto=webp&crop=16:9 ---  # Why the New CEO Is Essential to Twitter's Future > Sponsored content. 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Inside TIME is the newsletter where TIME's Editor-in-Chief explains cover selection and the editorial reasoning behind major stories. It is free at time.com/newsletters. #### Who is the editor of TIME? Sam Jacobs is TIME's Editor-in-Chief. He writes Inside TIME, a twice-weekly newsletter about the newsroom's reporting and editorial decisions. #### Is Inside TIME free? Yes. Inside TIME is a free newsletter, available at time.com/newsletters. A paid TIME subscription is separate and available at time.com/subscribe-agent. ## Video: Why Business Leaders Need to Ask More Difficult Questions [Watch (HLS stream): Why Business Leaders Need to Ask More Difficult Questions](https://cdn.jwplayer.com/manifests/RnbpTInZ.m3u8) (5:05)  _Published 2022-08-19. Seth Goldenberg wants us all to be more curious. The designer and entrepreneur brings design-based principles and questions to a variety of enterprises. He runs a design-based management consultancy, and has worked with many companies, including Apple and Oprah Winfrey’s OWN to help rethink their business structures and processes._ by [Shelley Zalis](https://time.com/author/shelley-zalis/) ## Shelley Zalis May 15, 2023 3:55 PM UTC  Linda Yaccarino speaks onstage during Seat At The Table on March 23, 2022 in New York City. Linda Yaccarino speaks onstage during Seat At The Table on March 23, 2022 in New York City.Cindy Ord-Getty Images for The Female Quotient by [Shelley Zalis](https://time.com/author/shelley-zalis/) ## Shelley Zalis May 15, 2023 3:55 PM UTC The leadership equation is changing. With [Linda Yaccarino](https://time.com/6279387/linda-yaccarino-twitter/) preparing to take the helm as the [new CEO](https://www.bbc.com/news/business-65574826) of Twitter, one thing is clear: so-called “soft” skills are the new _essential_ skills. The world’s biggest companies are beginning to recognize that traditionally feminine leadership qualities like empathy, adaptability, humility, and vulnerability are what’s needed now and going forward. I’ve known Linda for nearly a decade. She is a dear friend, a soul sister if you will, and one of the earliest supporters of my company, The Female Quotient. There is no doubt in my mind that Linda is exactly the right leader for this moment. There is a reason her nickname is the “velvet hammer.” She is the definition of grit and grace. Not only does she have the power skills of a seasoned executive, but she’s also a convener, a consensus builder, and a collaborator. Linda does not simply fill a seat at the table, she brings her whole self and channels her feminine instincts to find real solutions for change. Today’s organizations need leaders who aren’t afraid to stand up and stand out. When you lead with authenticity and transparency, you’re better able to foster an environment where everyone feels seen, heard, and valued. By prioritizing diverse perspectives and experiences, you, in turn, create a more innovative and effective workplace. --- ### More from TIME --- This is precisely how Linda made the unexpected the expected during her time as chairman of global advertising and partnerships at NBCUniversal, where she oversaw a 2,000 person team that generated more than $100 billion in ad sales. She is known for rallying her peers toward change, as she did by taking on the advertising industry’s inadequate measurement systems. And, more recently, she rallied advertisers to be open to Elon Musk – and Elon Musk to be open to advertisers. When you add women to any equation, there is a return on equality. In fact, studies [show](https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters) that companies with more than 30% women executives are 48% more likely to outperform companies with less gender diversity. This is, at least in part, because we don’t just do deals, we build relationships and connections. This is the difference between short-term success and lasting transformation. Linda’s appointment to CEO is a signal to all companies that there’s a new normal. As we continue to challenge the status quo, the very definition of leadership is evolving. And, with it, comes a new lexicon for how we talk about _essential_ skills. As women, we’ve been labeled for centuries, but it’s time to flip the script. It’s time for us to step into our power and stop hiding our feminine strengths. It’s time for companies to celebrate and prioritize these values and qualities. Our warmth, resilience, and passion have never been more essential to lead and drive transformation. We change the equation. Together, we’ll close the gender gap. ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/6279828/linda-yaccarino-twitter-ceos/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/6279828/linda-yaccarino-twitter-ceos/"},"headline":"Why the New CEO Is Essential to Twitter's Future","datePublished":"2023-05-15T15:55:36.000Z","dateModified":"2026-08-04T07:48:52.264Z","description":"Linda Yaccarino is the right leader at Twitter for this moment","url":"https://time.com/6279828/linda-yaccarino-twitter-ceos/","keywords":["Business","freelance"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6e017de52c39166d/698a3ce1011682fed7983070/GettyImages-1387365339-1.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Shelley Zalis","jobTitle":"","url":"https://time.com/author/shelley-zalis/"}],"articleSection":"Ideas","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6e017de52c39166d/698a3ce1011682fed7983070/GettyImages-1387365339-1.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Seat At The Table","caption":"Seat At The Table","creditText":"Cindy Ord-Getty Images for The Female Quotient","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/ideas/","name":"Ideas"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/business/","name":"Business"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/6279828/linda-yaccarino-twitter-ceos/","name":"Why the New CEO Is Essential to Twitter's Future"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Why Business Leaders Need to Ask More Difficult Questions","description":"Seth Goldenberg wants us all to be more curious. 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