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Corporate Communication Social Media & Reputation March 10, 2025

Survival Guide: How to Communicate with a Narcissist (Without Losing Your Patience or Your Client)

Writen by Laura Oliver Sola

What Exactly is a Narcissist? Spoiler: It’s Not Just Someone with a Big Ego

(I’ll admit it — it would’ve been almost unfair for the post “Narrative, Manipulation and Control: What Brands Can Learn from the Latest Geopolitical Reality Show” not to have a spin-off starring the main character of this geopolitical saga we’re all living through: those narcissistic personalities we’ve all come across.)

Chances are, you’ve met someone who firmly believes they’re the centre of the universe. But a true narcissist isn’t just someone who enjoys the spotlight. It’s a psychological profile with very specific (and very toxic) communication dynamics.

Narcissists crave constant validation, demand relentless recognition, and experience even the slightest criticism as a personal and humiliating attack. They are masters at redirecting every conversation back to themselves, and, of course, the blame is always someone else’s fault.

In short: communicating with a narcissist is like trying to reason with a self-obsessed tornado. And yes, plenty of them sit in leadership positions.


Narcissists in Suits: When Your Boss or Client Becomes the Star of the Show

Ever had a boss who takes all the credit (even for your work) and flies into a strop if you so much as offer a gentle suggestion? Congratulations — you’ve met the corporate narcissist.

This type of leader doesn’t just want the company to succeed — they want the company to reflect their brilliance back at them. Their personal vision eclipses any long-term strategy, and even the most constructive feedback is treated like a personal betrayal.

The worst part? They make impulsive, emotionally driven communication decisions, dragging the brand into unnecessary crises simply because they “didn’t like the tone of a social media comment” or “that competitor is getting too much attention”.


How to Communicate with (and Survive) a Corporate Narcissist

We can’t turn your boss or star client into a humble, open-minded leader overnight. But what we can do is help you build a communication strategy tough enough to withstand XXL egos.

Five Survival Tips for Communicating with a Narcissist

1. Pre-emptive Flattery (a.k.a. Ego Lubrication)

Before making any suggestion, raising any issue, or presenting any idea, make them feel brilliant and unique. It might sound ridiculous, but a narcissist needs to feel admired before they can tolerate anything that isn’t praise.

Example:
➡️ “What you’ve built is genuinely impressive, and precisely because of that, I think we’ve got a great opportunity to take that image even further…”


2. Make It Seem Like Their Idea

If a narcissist thinks an idea is their own, they’ll champion it to the end. Your job? Master the art of suggesting without actually suggesting, leaving breadcrumbs so they think they arrived at the conclusion themselves.

Example:
➡️ “I wonder if there’s something in line with what you already mentioned about innovation. What’s your take on that?”


3. Zero Direct Confrontation

Arguing head-on is pointless. Any attempt to ‘set them straight’ triggers their humiliation reflex, instantly turning the conversation into a battlefield.

Example:
❌ “You’re wrong.”
✅ “I’d love to better understand your vision so we can align it with what we’re seeing in the market.”


4. Document Everything (Just in Case)

Narcissists are masters at rewriting history to suit their narrative. One day it’s white, the next it’s black — and somehow, they were always right. Keep clear records of everything.


5. Lower Your Expectations — Don’t Expect Recognition

If you’re waiting for a “great job” — grab a chair, you’ll be here a while. Narcissists seek validation externally, not by recognising their team’s contributions. But with a solid strategy, you can at least avoid being dragged into their ego-fuelled chaos.


When a Narcissistic CEO Pulls the Whole Brand Down With Them

A narcissistic CEO doesn’t just damage their team’s internal dynamics — they can be a ticking time bomb for the brand’s reputation and credibility.

🚨 Red Flags of a Narcissistic CEO in Action

1️⃣ They believe they are the brand.

  • The company isn’t a collective project — it’s their personal reflection. Everything revolves around their vision, their image, and their perception of success.
  • The problem? If the CEO’s reputation crumbles, the brand goes down with them.

2️⃣ Impulsive, ego-driven decisions over data-driven strategy.

  • A bad product review? They post an emotional, aggressive response without thinking twice.
  • A competitor getting attention? They copy their strategy just to “prove who’s boss”.
  • The communication strategy changes depending on their mood.

3️⃣ Non-existent self-criticism.

  • A narcissistic CEO is never wrong (at least in their own mind).
  • Instead of owning mistakes, they blame employees, customers, or the market itself.

4️⃣ Their storytelling is a personal tribute.

  • Their speeches aren’t about the company’s vision or mission — they’re about how they single-handedly led the company to success.
  • Interviews, press releases, and campaigns become their personal PR platform.

📌 Real Example: Elon Musk and the Twitter/X Saga
Since Musk took over Twitter, the company’s identity has become completely entwined with his personality. Impulsive changes, emotional outbursts, and constant overexposure have left investors and advertisers uneasy. Twitter no longer exists as a separate entity — it’s all about Musk now.


And What if the Entire Brand is Narcissistic?

It’s not just leaders — whole companies can develop narcissistic cultures, obsessed with their own image, status, and external validation, while being incapable of listening or evolving with their environment.

🚨 How to Spot a Narcissistic Brand

🔹 They broadcast, but never listen.

  • Example: “We’re the best, most innovative, most successful.”
  • What they don’t say: How they’re improving, solving problems, or engaging with their community.

🔹 Transparency is non-existent: Mistakes are either ignored or blamed on someone else.

🔹 Every external critique is framed as an attack: Customers, employees, or journalists who raise issues are instantly labelled haters or enemies.

🔹 Obsessed with competitors — but for the wrong reasons.: They don’t aim to improve for customers’ benefit; they just want to beat rivals and show dominance.

🔹 More focused on perception than reality: Their greatest fear is looking bad, not fixing real structural issues. They’d rather invest in PR campaigns than product improvements.

📌 Real Example: Uber’s Image Crisis
Uber’s early culture was hyper-competitive and aggressive, prioritising expansion over ethics. The brand’s public image suffered so much they had to replace their CEO and undergo a full reputational reset to regain trust.


How Polaris Helps You Survive a Narrative Titanic

At Polaris, we work with brands and communication teams who need to manage their narrative without being held hostage by an oversized ego.

We help you:

✅ Design communication strategies that protect brand reputation, even if your CEO goes rogue.
✅ Create messages tailored to narcissistic leaders, so ideas actually get through.
✅ Train teams to handle internal and external crises triggered by impulsive decisions.
✅ Build a resilient corporate narrative that stands strong even in the face of leadership whims.
✅ Prepare leaders to communicate effectively in polarised, personality-driven environments.

📩 Does your boss or client believe they rule the world? We’ll teach you how to communicate without sinking. Get in touch.

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