CEOs Navigate Trump Era With Praise Face Time And Symbolic Gestures

Good morning. As the Trump administration continues to shape the business landscape with its unpredictable policies and public theatrics, CEOs across industries are adapting with a mix of strategy and diplomacy. In Fortune’s latest CEO Daily, Diane Brady outlines how global leaders are navigating the unique challenges—and opportunities—of engaging with the 45th president. The common thread? A combination of praise, face time, public displays of support, and, in some cases, symbolic gifts.

The need for personal engagement became clear for Intel’s newly appointed CEO, Lip-Bu Tan, after being accused by Trump on Truth Social of being “highly CONFLICTED” due to his past business ties in China. The public rebuke escalated quickly, but so did Tan’s response. Just days later, he visited the White House, where he explained his long-standing commitment to U.S. innovation and investment. The meeting culminated in a dramatic reversal, with Trump hailing Tan as an impressive leader and American success story [1].

This incident highlights a growing trend among CEOs: the strategic value of in-person meetings with the president. Whether it’s to clarify public missteps or to reinforce a company’s commitment to American values, direct engagement seems to resonate with Trump. For example, Apple CEO Tim Cook recently presented Trump with a custom-made glass plaque set on a 24-karat gold stand during the announcement of a $100 billion investment in domestic production. The gesture, while unconventional, underscored Apple’s alignment with the administration’s economic agenda [1].

Other CEOs are adopting a more cautious but visible approach. OpenAI’s Sam Altman, for instance, has publicly shifted his tone toward Trump after initially criticizing him. He now refers to the president as a leader he respects and has expressed remorse for falling into the “non-playable character” trap—a reference to online critics who provoke but never engage productively [1].

Elon Musk, however, remains a wildcard. His relationship with Trump has swung between public praise and pointed criticism, often reflecting the unpredictable nature of their business dealings. These fluctuations suggest that even the most influential CEOs are not immune to the whims of the White House [1].

While these tactics may not guarantee success, they can certainly prevent a public feud. The question remains whether these efforts will translate into tangible business benefits. For Intel, Trump’s sudden praise may not immediately reverse the company’s competitive challenges with rivals like Nvidia and AMD, but it certainly avoids further damage [1]. The same logic applies to other companies seeking to maintain their footing in the increasingly polarized and policy-driven market.

As more CEOs recognize the importance of visibility and alignment with Trump’s vision, it’s clear that the playbook for corporate influence is evolving. Whether through face time, public gestures, or strategic investments, the message is consistent: in the Trump era, proximity and perception can be as valuable as production.

Source: [1] How CEOs deal with Trump: Praise, face time, remorse, and gifts made of gold all go a long way, experience shows (https://fortune.com/2025/08/13/how-ceos-deal-with-trump-praise-face-time-remorse-and-gifts-made-of-gold-all-go-a-long-way-experience-shows/)