Elon Musk is renowned for bold statements on business, science, and innovation. As a frequent public figure, his words are dissected for leadership insights. Yet his sharp, ironic humor—often overlooked—has helped him connect with audiences and propel his ventures.
Here, drawing from years of observing Musk's style as a journalist covering tech and culture, are key techniques from his playbook.
At the 2016 Tesla Model 3 unveiling—the first affordable Tesla at $35,000—Musk hyped specs like 0-60 mph in under six seconds. When the crowd roared for a reveal, he deadpanned, "We don't have it for you tonight." Sighs followed—then cheers erupted as he grinned, "Just kidding!" and unveiled it.
After netting over $100 million from PayPal's sale, Musk poured it into SpaceX amid skepticism. On TED in 2014, he quipped: "Did you hear about the guy who made a small fortune in space? He started with a big one." It framed his bold risk as self-aware ambition.
Tweeting frustration in LA traffic, Musk joked about a tunnel-digging firm called "The Boring Company" (get it?). What began as a pun evolved into reality: a mile-long test tunnel near HQ and a Vegas contract.
In a 2017 Rolling Stone interview, a wall poster twisted an inspirational trope: a shooting star captioned, "When you wish upon a shooting star, your dreams can come true. Unless it's a meteor hurtling to Earth that destroys all life." It encapsulated his multi-planetary vision.
Tesla's Model X launched over two years late, fueling doubts. Musk shrugged it off: "I have a punctuality problem." On scaling service amid surging demand, his flat delivery shone: "We're going to hire a lot of service people and get a lot of parts."
Justifying SpaceX's rocket reusability (a $30-35 million stage), Musk urged his team: "Imagine a silver pallet hurled into the atmosphere, burning and shattering. Do you want to save it? Probably yes."
For Falcon Heavy's 2018 launch, Musk sent his red Tesla Roadster into orbit with a spacesuit-clad dummy, The Hitchhiker's Guide to the Galaxy in the glovebox, and a dashboard sign: "DON'T PANIC!"
Michael J. Mooney is an award-winning journalist whose work has appeared in D Magazine, GQ, ESPN The Magazine, Outside, SUCCESS, and Popular Mechanics. He's co-director of the Mayborn Literary Nonfiction Conference, with stories in America's Best Sports Writing and America's Best Crime Reporting. He lives in Dallas.
How to live for free
Michael Mooney
Why Joel Osteen is the most popular preacher on the planet
Michael Mooney
On site: photo shoot by Guy Fieri
Michael Mooney
General Stanley McChrystal's Military Rules for Running Your Business
Michael Mooney
