From Elon Musk to Jeff Bezos, these 30 personalities defined the 2010s
This is CNET's list of the larger-than-life innovators and important influencers of the last 10 years.
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The first decade of the 21st century introduced us to sweeping mobile and social revolutions largely driven by names like Jobs, Zuckerberg and Bezos. In the second decade that's now closing, things got a little more… complicated. During those years, a new collection of faces have joined the earlier tech titans to continue moving us into the future. Here's CNET's list of the top technology innovators and all-around unavoidable personalities of the 2010s.
More a decentralized collective than a personality, Anonymous was the name claimed by the loose affiliation of hackers who brought "hacktivism" into the mainstream. During the first half of the decade, Anonymous launched attacks against targets like ISIS, the governments of the US and Tunisia, and corporations such as
and PayPal. The group's tactics included distributed denial-of-service attacks that overwhelm a target's website and knock it offline and compromising private databases to access and later leak confidential information, such as the personal details of members of the Ku Klux Klan.
In 2019, the group's prominence has faded somewhat -- last year it said it would debunk the QAnon conspiracy theory -- but concerns about hacking remain in the forefront, in part because one large collective of unknown activists put it there.
Despite its founder being stuck in the same building for much of the decade, WikiLeaks still managed to play a role in the 2016 US presidential election by publishing leaked emails that were detrimental to Hillary Clinton and the next year releasing thousands of documents showing how the CIA can hack into phones. The Assange saga is far from over, though. In 2019 he was booted from the embassy by the Ecuadorian government and arrested by London police. He remains in British custody and could be extradited to the US.
The General Motors CEO became the first woman to lead a major carmaker when she took over in 2014 and has been consistently ranked among the world's most powerful women over the past decade by Forbes and Fortune.
Amazon also makes plenty of products of its own, including its Alexa-powered home assistants and Ring security system, both of which have forced the company to respond to privacy concerns over its increasing expansion into homes. And the company continues to face criticism over working conditions and pay for its employees.
She may not be a household name, but danah boyd (who prefers to spell her name with lowercase) has become a leading thinker and researcher on the effects of technology on society and our children. In her 2014 book It's Complicated, she argued that social media provides an important space for youth to express themselves and to engage with each other and with society.
By 2040, there will be 1 million more young women of color with coding skills if Kimberly Bryant meets her ambitious goal. The electrical engineer and Vanderbilt grad founded Black Girls Code in 2011 with the goal of reaching 1 million girls by midcentury. That could transform places like Silicon Valley, where only 2% of women working in tech are people of color, according to a 2018 report from the Kapor Center. Bryant's work has been widely recognized -- by the White House, the Smithsonian and others -- helping to bring in funding for the mission and increasing the chances that the next Steve Jobs is a woman of color.
During the 2010s, Cuban became much more than just one of the billionaires from the original dot-com boom of the late 1990s. He completed his crossover to become a major figure in the worlds of sports, entertainment and even politics.
Cuban's riches can be traced to successful exits from old, old-school internet properties like Broadcast.com, but he's since leveraged those early moves into a career as an NBA franchise owner, a TV personality (most notably on Shark Tank) and an investor in dozens of companies including Dropbox, Magnolia Pictures and Alyssa's Cookies. He was even floated as a potential presidential candidate in 2016 and 2020, but says he won't run without his family's permission.
It was a difficult job to take the mantle after Steve Jobs died in 2011, but Cook has maintained Apple's dominance over the past several years. Cook may not be the showman of his predecessor, but the brand is as far-reaching as ever. The
still rules the mobile roost alongside Android, and under his guidance the company has launched forays into areas like the Apple Watch, content production, Apple Arcade and even finance with the Apple Card.
As he tries to guide Twitter's central role in reshaping global media, Dorsey's also CEO of payments company Square, giving him an outsized influence in how information and money move around the world now and in the coming years.
One of the key innovations of the 2010s goes by the unwieldy name CRISPR/Cas9, and Doudna is a pioneer in its use to edit DNA. This new tool holds the potential to revolutionize biology, medicine, agriculture and other fields.
The #MeToo movement swept through the tech world and other industries beginning in 2017, thanks in large part to Fowler's personal blog chronicling sexual harassment and abuse within Uber, where she worked as a software engineer. The fallout resulted in a shakeup of Uber's power structure and the demotion of founder and CEO Travis Kalanick. Fowler's memoir, Whisteblower, is due out in 2020, and she has a new role writing for the New York Times opinion section.
Bill and Melinda Gates
This power couple has taken the money that Bill made producing the software suites we all love to complain about and turned it into a philanthropic empire. The $50 billion Bill and Melinda Gates Foundation has poured millions into global health and development efforts, as well as education in the US. Bill says the foundation played a major role in a drastic reduction of the child mortality rate, saving over 100 million lives. Bill has also stayed relevant through the reading lists he releases regularly, and Melinda debuted as an author herself with a book about empowering women around the world.
Like Pixelon's Michael Fenne (real name: David Kim Stanley) almost two decades earlier, Holmes serves as a cautionary tale for what can go wrong when the hype becomes unmoored from reality in tech.
In the span of a few years, Holmes took Theranos and a never-quite-ready-for-primetime blood-testing technology from a subject of interest to one of investment, investigation and now, potentially Holmes' own incarceration as she faces charges of criminal fraud.
The decade began with Jobs' introduction of the iPad in January 2010, nearly two years before he died in October 2011. Apple, whose iPhone helped change the way we live, has continued to be one of the most iconic and valuable brands in the history of capitalism. His legacy has been a topic of near constant discussion since his passing, including treatments in multiple Hollywood movies and major books from the likes of Walter Isaacson and Jobs' daughter Lisa Nicole Brennan-Jobs.
Musk wants to save the planet with electric cars and solar panels, take us to Mars, connect our brains to computers and shoot us around the world in pressurized tubes at near the speed of sound with his hyperloop-creating Boring Company. Most of this visionary's big visions are still in progress, but his credibility comes from simultaneously disrupting both the automotive and commercial space industries over the past decade with the success of Tesla and SpaceX. The world tends to watch his every move, which he often gleefully shares on social media. Musk's tweets have brought him trouble, especially when they move Tesla's stock price and invite lawsuits and the ire of the SEC or appear to smear a diver trying to rescue a Thai soccer team trapped in a cave.
This Indian immigrant with a degree in electrical engineering turned out to be the right man for the job of making Microsoft cool again. Or at least making it cooler. Since becoming CEO in 2014, Nadella has helped increase Microsoft's bottom line and make it a trillion-dollar company. He's overseen a transformation that has done away with the company's cutthroat reputation, both toward competitors and internally, though in 2014 he apologized after making controversial comments about women's pay in an interview. Nadella has also advanced forward-looking acquisitions in artificial intelligence, gaming and brand names like Github, LinkedIn and Mojang, creator of Minecraft.
Very few people seem to know who Nakamoto really is. The presumed pseudonym is attached to the person or persons responsible for the development of bitcoin, which launched a cryptocurrency revolution that started slowly in 2009 but picked up steam over the decade that followed.
Years before #MeToo, Gamergate gave us all a preview of the widespread bad behavior and abuse by people in positions of power that would soon be exposed across a number of industries. Quinn, along with fellow game developer Brianna Wu and culture critic Anita Sarkeesian, was among the first to be harassed and threatened by mobs of online trolls that would eventually coalesce around the #gamergate hashtag. It was an early warning sign of how bad things would become online.
is another job title that doesn't seem as cool as it was 50 years ago. But since taking over in 2012, Rometty has moved the company from dinosaur status to focusing on the future. IBM today is invested deeply in nascent technologies like artificial intelligence, blockchain and quantum computing.
Sandberg was the fresh face Facebook often needed when Mark Zuckerberg spent too much time in the spotlight. While she deserves some credit for building Facebook up to the global force it is today, her 2013 business and leadership memoir Lean In made her a household name. Facebook and Sandberg have since received a healthy dose of criticism for the platform's myriad scandals, ranging from privacy concerns to the spread of misinformation, but they continue to stand their ground.
Kevin Systrom and Mike Krieger
As social media scandals increasingly give platforms like Facebook and Twitter a bad rep, Instagram seems to remain an almost-pristine place for all our best moments, no matter if they're earnest or fake AF, a la Fyre Festival. The disastrous music festival was promoted using Instagram and harnessed the power of its many "influencers" and the FOMO it engenders perhaps better than any other platform. Systrom and Krieger co-founded the photo-sharing site in 2010 and the service was snapped up by Facebook in 2012 for $1 billion. Systrom stayed on as CEO through 2018, growing the service to almost a billion registered users. While the platform has faced criticism over censorship in several countries and other practices like "shadowbanning" (in which posts are hidden from the view of others without it being apparent to the user), Instagram has remained relatively scandal-free compared to its parent company in recent years.
Like Musk, Thiel made his first big pile of money from the sale of PayPal, which he co-founded, to eBay in 2002. The hits continued when he became Facebook's first outside investor in 2004 and went on to make early investments in Airbnb, LinkedIn, Yelp, Spotify and SpaceX, just to name a few.
The former CEO behind the early growth of eBay is always doing something interesting. After losing a bid for governor of California in 2010, Whitman spent the first half of the decade leading and splitting up Hewlett-Packard into two businesses. After leaving HP in 2017, she turned her energies to new efforts focused on younger consumers than the typical
customer. She's now CEO of upcoming short-form video service Quibi and an investor and board member at Los Angeles esports startup Immortals.
The decade opened with Jesse Eisenberg playing Zuck in the 2010 film The Social Network, and in recent years the Facebook founder probably would have been happy to have an actor continue to play him as CEO. As we've debated the power of Facebook and how much it knows about us, Zuckerberg has confronted multiple scandals and sat for hours of grilling by Congress over the proliferation of fake news on his platform. Through it all, Facebook has arguably been at the center of everything during the past 10 years, whether it's influencing the Brexit vote and the 2016 presidential election or the revelations that data research firm Cambridge Analytica had harvested the data of millions of Facebook users without their consent. Now presidential candidates talk of breaking up the social networking behemoth even as Zuckerberg hopes to move forward into the brave new world of VR with the help of companies like Oculus that it has swallowed over the past decade.