Whole Foods CEO a little shy?

Whole Foods MarketWhole Foods CEO John Mackey was just busted on posing online as someone other than himself, praising Whole Foods at every chance he gets.

I don’t understand what made him think this is necessary. His efforts would have been more powerful if everyone knew it was the Whole Foods CEO reacting, than just some Joe Shmoe.

Worse than that, though, is that he was slamming the competition. It’s not a good statement you’re making if your #1 strategy is to slam the competition. Kinda weakens your product because you obviously don’t have enough good to say about it.

The good news is that he’s a CEO that considered blogging and social media powerful enough of a business tool to get involved. The bad news is he was dishonest, which will hurt Whole Foods more than it will help.

Very interesting discussion here on the topic at MarketingProfs Daily Fix.

Here is Whole Foods’ response, via Mackey’s blog created on their corporate website. Mackey’s apology and everything is there. However, it says he won’t be posting for a while due to the latest news. Kinda ironic.


2 responses to “Whole Foods CEO a little shy?

  1. What else could he do but aplogize? His behavior was highly unethical, perhaps criminal. He has for years been touting himself (on his own blog) as the paragon of transparency, and then it was revealed that for seven-plus years he was touting himself and his company, and ripping a competitor, under an alias. Yes, he should be fired. The guy’s hubris is so great it took him a week of heat to force him to apologize. Actually it took several days for the media and the blogosphere to really turn on him. Why? — see: http://jon8332.typepad.com/force_for_good/2007/07/wacky-mackey-ep.html

  2. I think criminal is pushing. I definitely don’t agree with what he’s done, but I also don’t want to see a knee-jerk reaction that makes an example of him. I think the current humiliation alone will do the trick.

    But, at the end of the day, what he’s done is wrong, whether they’re wrong in the courts or not.

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