Hearts & Minds: Branson steps forward as 'Leader of the Opposition', but should other CEOs follow suit?

Sir Richard Branson is the latest business figure and possibly the loudest to date to lambast Donald Trump. We have not been in a situation like this before, one in which the political opposition is fragmented and weak, lacking a strong voice. Arguably, something similar currently exists in the UK, where the Conservatives are reeling from their election debacle and rebuilding. For corporates, used to keeping low or when they do break cover, not even having their voice especially heard, this is new territory. 

It is also dangerous. In his own way, Branson is a good example of that. The Virgin boss is his own person; his businesses are cast firmly in his image, built on his reputation for being a bit of a rebel. He is not afraid to adopt the role of iconoclast – indeed, by speaking out he is gaining publicity for his and the Virgin brand. Others are not in his position. They might be heavily reliant on the government they are attacking so adopting such a voluble stance may be unwise. In short, Branson can because he can, because he is Richard Branson. Although it would be interesting to know how his local US managers feel on hearing of his outburst. 

You run the risk, too, of alienating part, at least, of your market, your stakeholders. Nothing is more polarising than politics. It is also, in practice, not that simple, not so black and white as portrayed. There are vast, fuzzy grey areas. Once you get into the details, negotiating your way through is difficult. Politicians are direct and say things because, again, they can. It’s their job, it’s expected. They are not the ones charged with putting the policy into practice. They can backtrack and soften and often do, and while their behaviour might appear shameless, they usually get away with it, with little lasting damage to their reputation. Again, it is understood and largely accepted. They always have a card at their disposal which business chiefs do not possess, which is they are able to maintain they are acting in the national interest. The CEO may try and say that, but they will lack authority and not be believed, their intervention will be interpreted by some at least as designed to generate profit. 

There may be those on seeing Branson who want to have a go. In which case, they should think very carefully. 

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.