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We’re in the midst of a storm of articles — variously encomiums, valedictories, friendly morality tales — about Elon Musk’s purported departure from service in the federal government. I’m going to note a couple quite unflattering pieces in a moment. But for now, I want to focus on the bulk of them, which tend to portray Musk as someone who tried to tame government spending but was simply over-matched by “Washington’s ways” and finally failed. You get the image of a guy who is chastened, heading back to his regular life, no match for Sodom any more than most of us would be.
Let me take this opportunity to say that this all has the look and feel of a well-orchestrated crisis communications job. If reporters out there really want to land a story, get me that story and I will be duly impressed. The point here is to start the project and process of unwinding the brand damage Musk has done to himself and all his companies by his antics over the last six months. After all, if he’s really cut his ties to Trump … well, maybe the whole bad story is just in the rearview mirror? And if he was really “defeated” by Washington, then maybe that’s punishment enough, right? I’m not saying that anyone really pissed at Musk or who now has a super low opinion of him buys that. But good crisis communications work recognizes the limits of the craft. An effort like this is more focused on laying the groundwork for a softening of feelings and impressions over time.
You see it in the carefully planted stories and apparently tossed off quotes. Elon won’t be doing any more political giving. Elon doesn’t even like the Big, Beautiful bill. Elon agrees that Elon is chastened. I mean, our boy Elon is practically a Never Trumper now, right? It’s all fairly transparent.
I don’t, for starters, buy that Musk is really leaving government service at all, though the fact that a couple of his top lieutenants are also signing out of DOGE adds a bit more credibility to the claim. (We’ll have to keep on eye on that.) Musk was always the juice behind DOGE. Fear of him was what allowed twenty-something goofs to show up at government departments and be granted the keys to each kingdom. DOGE is probably institutionalized now to some degree. But not that much. And it’s not just the good guys who oppose DOGE. There are lots of factions on Team Bad Guy who want to take a slice out of him too. Remember, he used DOGE to scoop up lots of contracts. I doubt he wants to lose those. But others would like them, too. That means he’ll have to remain involved.
The bigger problem with this storyline is the idea that Musk failed. I so wish that were true. But it’s simply not. To believe that you’d need to buy the idea that the goal was to streamline the government and save a bunch of money as opposed to gut the parts of the government that Trump world and the Silicon Valley right view as enemies and do so in an at best extra-constitutional fashion because it would never be possible through constitutional means. He succeeded at doing quite a lot of that, at least for now. He wrecked whole sections of the government and scooped up a ton of government contracts which not only further feathered his nest but advances the privatization of the government. He also engaged in a still-too-little-understood effort to create a vast store of integrated private information on U.S. citizens. He accomplished a huge amount.
As I said, I’d love it if Musk failed. But he didn’t. He accomplished a ton. He ran an anti-constitutional blitzkrieg through the federal government, did massive harm, violated a slew of criminal laws. And he only tired of his antics when the reputational harm to his companies became steep enough to really endanger them. He’s a destructive crook who needs to be held accountable for his actions. And that’s exactly what this press roll-out, along with gauzy interviews, is all about thwarting.
With that said, don’t miss the first piece that at least somewhat departs from the Musk crisis comms storyline: this piece in today’s Times about the wild and really out-of-control drug-taking that persisted through the campaign and seems to have accelerated through Musk’s killing spree in the federal government. You’ll be shocked, even for Musk. Also don’t miss this month-old article in the Journal about the hidden world behind Musk’s drive to procreate as much as humanly possible, cold DMing women on Twitter to ask if he can impregnate them, trying to get all the women and his offspring to live at a special Musk breeding compound in Texas. This is the guy who took over and trashed the state.