Rather than believing the hype surrounding creative directors, the current Gap CEO decided to focus his attention more fully on enhancing the product and the service of his company. Creative directors often focus on branding, which is often disingenuous and misses the point of why sales might be taking a hit.
A person that goes around calling people on the team "false messiahs" isn't fit to lead anything. A person that wants to be the CEO of a company needs to have more people skills than that. This CEO shouldn't be getting into a war of words with employees. He should get them all moving in the same direction.
The CEO of Gap is totally wrong to call their creative directors "false messiahs". This kind of terminology is far too dramatic for what they are acting like and does not describe them or their actions accurately. By using such comments, the CEO is not doing him or his company any favors and is not the right person to lead the company.
It’s true that some creative directors create a cult around their vision—for better or for worse. And the role of a person at the creative helm of a fashion label now goes far beyond setting a company’s vision and design aesthetic—some would argue straying too far from the role’s traditional purpose.The bottom line is Gap’s sales will keep declining if it keeps making bad clothes. It may not need a creative director, but it needs some system to allow a strong creative vision to emerge.