Craig Scroggie, as fragile as ever
NEXTDC's CEO has been optimised, but what's really going on under the hood?
Craig Scroggie has hard-launched the latest version of himself. On LinkedIn (where else?) on Sunday, apropos of nothing, NEXTDC's chief executive published a slick treatise on his bodybuilding routine.
"I was in Chicago doing investor meetings last week and someone asked me: how do you keep the energy and intensity living on the road?" We all know that nobody asked him this; Scroggie just needed an on-ramp for his latest unsolicited overshare.
This was a manufactured opportunity for Scroggie to humblebrag about being a road warrior and to drop the names of the "world-class" gyms where he routinely pumps iron. It was also a chance to catalogue the books, podcasts and gurus that form the pseudo-intellectual cladding for his hyper-performance as a travelling salesman: "Leaders don't look for excuses," he proclaimed. "They build systems that allow them to endure and still perform. The road doesn't get lighter. You get stronger".
Attached to this gratuitous community service announcement was a short video of Scroggie in the gym deadlifting 210 kilograms to the dulcet tones of AC/DC's "It's a Long Way to the Top".
There is a lot going on here, there really is.