Craig Scroggie has been optimised
The only thing NEXTDC's CEO hasn't optimised is the share price.
My new colleague Amelia McGuire once again exhibited the full suite of her prowess last week in her final piece for The Australian Financial Review: this masterful profile of NEXTDC chief executive Craig Scroggie (AKA the Ginger Maniac).
Scroggie's transformation from a scrawny, shiny-suited antivirus software salesman into a trunk-necked, biohacked, cosplaying tech bro is compelling material on a standalone basis, but capturing Scroggie's express motivations for his extreme regimen – and more importantly his motivations for telling everyone about it – really took this portrayal to the next level.
The comparison with Melbourne health spa proprietor (and personal wealth exaggerator) Tim Gurner is obvious. Both men eschew coloured clothing, adhere strictly to joyless diets and gym routines, and compulsively overshare about them.[[Scroggie wears only black, although Gurner's repertoire extends to black and white.]]
Joe Aston
On his new uniform, Scroggie explains "I don't want to use a single ounce of cognitive load to make a decision about what I should wear." He is shamelessly cribbing from Barack Obama, who told Vanity Fair's Michael Lewis in 2012 that, "You'll see I wear only gray or blue suits. I'm trying to pare down decisions. I don't want to make decisions about what I'm eating or wearing because I have too many other decisions to make." Obama admittedly had important decisions on his plate, but nothing so vexing as which suburb on Sydney's fringe to build the next refrigerated barn.
