The Journal.
Neom, Pt 2: The Emperor’s New Clothes
Apr 26, 2025
Tony Harris, an education expert, and Andy Wirth, a ski executive, share their firsthand experiences at Neom, Saudi Arabia's ambitious city project. They reveal shocking insights into the project's mismanagement, with a cash-bleeding operation led by a volatile CEO. Discussions highlight the disconnect between Neom's grand visions and grim realities, including runaway spending and environmental concerns. Their reflections on the struggles between development and nature’s beauty raise important questions about future sustainability.
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Quick takeaways
- Neom's ambitious vision was hindered by a toxic leadership culture where employees feared retribution, stifling innovation and morale.
- The project was plagued by excessive spending that outweighed logical budgeting, focusing on showcasing progress rather than actual delivery.
Deep dives
Leadership Style and Its Consequences
Nadmi al-Nassar, the CEO of Neom, is characterized by an aggressive management style that shocked his employees, with instances of him berating staff in public settings. For example, he infamously described his approach to leadership by claiming he drives his people 'like slaves' and celebrates their demise for not meeting expectations. This volatile atmosphere fostered a culture of fear among employees, who constantly walked on eggshells to avoid his wrath. Such leadership not only demoralized the workforce but also stifled any chance of constructive criticism or innovation within the organization.
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