>the handful of tech CEO's you know only from reputation. This is an important point. Jobs, Gates, Ellison, Travis K. are each notorious. We love stories abou

>the handful of tech CEO's you know only from reputation. This is an important point. Jobs, Gates, Ellison, Travis K. are each notorious. We love stories about these guys because they're entertaining and sometimes shocking (I admit, I certainly do, anyway). You don't read much about Drew Houston or Chesky, except when Dropbox partners with Microsoft or Airbnb elaborately rolls out a new logo. But when Steve Jobs would reply to one customer's email, in his customarily curt fashion, there was always a press field day. It's possible that "nice" CEOs are less interesting to talk about but no less effective.