CEO Since: 2012
Return During Tenure: -39%
BlackBerry (BBRY) CEO Thorsten Heins — who took the reins in early 2012 — did not write a pithy memo. Instead, he said this when he took the top spot: “I don’t think that there is a drastic change needed.”
When I first heard that quote, I said that it was “the kind of quote that will live in infamy.” And no doubt, BlackBerry has continued its death march. The BB10 operating system, as well as the Z10 and Q10 models, have been mostly duds.
There was also the inexplicable Heins decision to hire Alicia Keys as the global creative director. If he wanted to jazz up the image and appeal to the cool, young crowd, maybe he should have hired Ke$ha?
Now it looks like Heins’ role is to find a buyer — for the whole company or pieces of it. Either way, his time at the helm has hardly been impressive.