The MCB playbook is clear: acknowledge contradictions before critics can turn them into weapons, overwhelm with technical solutions few understand, reframe luxury as sacrifice, and position wealth as the solution rather than the problem.
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When The Australian Financial Review’s Rear Window called out Atlassian co-founder Mike Cannon-Brookes for his use of a private jet, the billionaire climate advocate didn’t hide or apologise.
Instead, he penned a 600-word LinkedIn manifesto that offers a masterclass in reputation management for the ultra-wealthy.
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