Horowitz didn't write the post during a time of economic crisis — it was written in 2011, back when Eric Schmidt had stepped down as Google's CEO and Larry Page took over. Horowitz argued that the news represented a profound change for Google, one that would take it from peacetime to war as Larry Page prepared to revitalize the company and take on Facebook.
And then there's the "wartime" CEO, who steers the company when it is fending off an existential threat, be it competition, market change, or a "dramatic macro economic change," much like the coronavirus pandemic threatens to force. Think Steve Jobs, when he returned to Apple and rescued it from the brink of bankruptcy in the 1990s, Horowitz said.
In fact, Horowitz himself said he spent nine months as a peacetime CEO and was a wartime CEO for the next seven years. But he argued that his skillset was much more tailored for being a wartime CEO, writing, "One could easily argue that I failed as a peacetime CEO, but succeeded as a wartime one." , as he writes, "Peacetime CEO knows that proper protocol leads to winning. Wartime CEO violates protocol in order to win." , pouring over every little aspect of Apple's product designs. Horowitz attributes that level of attention to the wartime CEO, someone who is concerned with everything happening at their company. "Peacetime CEO focuses on the big picture and empowers her people to make detailed decisions.
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