Elon Musk's Twitter rebrand suggests that he's "totally out of his element," says Harvard leadership expert Bill George. Musk announced his decision to abandon the 16-year-old Twitter brand Sunday, opting for the new name and logo, X. George, who's studied effective leadership and leadership failures over the past two decades, says Musk's modifications to the platform are a "big mistake." In contrast, running a social media company may require a high level of interpersonal skills, which Musk's own brother says he lacks. "Now, that he has the [new] CEO of Twitter, he needs to let her restore what Twitter was, so [users and] advertisers come back," George says.

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