Go Woke, Go Broke: The Inside Story of the Radicalization of Corporate America

by Charles Gasparino

A riveting and smashmouth journalistic deep-dive into the progressive madness that has infected and corrupted the world’s biggest corporations, threatening the stability of the global economy—and life as we know it.
 
 
How did a bunch of rich dudes who run corporate America become the tools of left-wing radicals? Intimidated by activists on the left, virtually every major corporation in America has embraced woke politics. For years, these businesses could get away with progressive virtual signaling without worrying about alienating customers. Then the anti-woke counter-offensive movement arrived. As high-profile, disastrous backlashes at companies like Anheuser-Busch, Disney, Target and other companies reveal, companies who cave to the demands of left-wing social justice activists are being punished like never before. Customers are fighting back and taking their money elsewhere.
 
In Go Woke, Go Broke, New York Times bestselling author and veteran financial journalist Charles Gasparino calls out the nonsense and takes readers inside the radicalization of corporate America, based on numerous insider interviews and exclusive reporting.  The story is wilder than you can imagine. Gasparino introduces readers to America’s most woke corporate leaders, tracing the origins of ESG and "stakeholder investing.” He takes readers along on for a rollicking ride through corporate America as he shines a light, unlike anyone else, on Fortune 500 companies that have suffered for caving to the silly and irresponsible demands of social justice activists and left-wing interests.
 
A respected financial reporter who has covered finance for more than 30 years, Gasparino is deeply sourced and has dug into countless episodes involving Wall Street greed, corporate hubris, and government overreach in enterprise. This explosive, untold story and in-depth examination of the seminal players, institutions, and forces of the markets shows that, for the sake of global stability, we must immediately pry the clenched fists of radical activists off the levers of the economy.

Genres: Business, Nonfiction, Politics

288 pages, Kindle Edition

First published August 6, 2024

Reviews

[Ari Damoulakis · Rating 1 out of 5]

Here is a parable that explains why this author and book are wrong, or, the alternative is that this author loves social Darwinism and would prefer a more exclusionary workplace, which is also an interesting philosophy because most of his friends in the conservative brigades are radically pro-life, and I am sure not many of them would want to see a revival or American version of hitler’s T-4 programme that took place in Germany.
So you want an all-American non-woke programme that excludes people?
Fair enough, if that is the society you want.
CEO’s should just concentrate on maximising profit? No inclusion or diversity?
Ok.
When the mobile phone was launched, because blind people were such a small market, no one cared that we could not interact with people using SMS.
Fast-forward.
Apple invents the iphone.
Instead of just caring about profit being maximised, they did the more humane approach, hired people and developers to create solutions to make their products accessible and inclusive, despite the very tiny market share.
And that is why I am able to write this review and participate on Goodreads.
In the past, my friends played language-learning games at uni and had fun while I was literally sitting in the corner feeling very depressed, excluded and unhappy.
Guess what? Duolingo actually is now accessible because some people there like the idea of including as many people as possible.
I can give you tonnes of examples of really amazing products developed at universities such as the Blitab and others that would have been amazing and helpful to people with different kinds of disabilities and issues, but they did not come to markets because investors were just worried about returns or market size, never mind the human potential of the products.
Next point.
Author complains about colour.
I’m sure that, instead of being a strapping all-American guy with his advantages, if he were born in a poor black home and attended a difficult school where he had to work twice as hard, would he still say the same thing?
And don’t get me started on being born gay or trans. Why should they be excluded from movies? They are part of society.
Yeah this book is written and will be read by the fox news neanderthal brigade.
God forbid, should this author get old and really would love the best of adaptive technology and inclusion, this book doesn’t come along to haunt him.
But he probably has such a complex that he would feel entitled to things like sign language, captioning or audio description.
The irony that all these have come about due to diversity and inclusivity practices in the buisness world would probably be lost on him.

[Daniel Gullotta · Rating 3 out of 5]

"Go Woke, Go Broke: The Inside Story of the Radicalization of Corporate America" has some interesting stories and examples that give you a peek into how things are changing in big companies. But it doesn't really back up its claims with solid data, so it ends up feeling more like a rant than a well-researched book. Gasparino's tone is pretty aggressive, which might turn off anyone who isn't already on board with his views. It's eye-opening in parts, but overall, it’s more confrontational than enjoyable, which makes it a tough read if you're looking for something balanced.

[Joanne · Rating 3 out of 5]

3.75 stars. In this book, Gasparino argues how large corporations have foolishly embraced so-called activist policies, such as diversity, equity, and inclusion (DEI), and environmental, social, and governance (ESG) standards, prioritizing political messaging over profit, leading to significant financial and reputational backlashes.

He discusses the recent financial stumbles by companies such as Disney and Target, warning business leaders about —sadly, really, imo—trying to do/be both. By that I mean, promoting progressive issues using their wide-reaching platforms while juggling core customers can be at odds, and ultimately affect their stockholders’ investments.

Now, the question is: do you care? What, really, should be our bigger concern: the rich getting richer, or promoting equality and acceptance? Hmm🤔 That’s for the reader to decide. And to be fair, Gasparino is a conservative Fox Business reporter, but I found this overall a pretty unbiased analysis—and by that, I mean he didn’t seem to like anyone!

Listened to the audiobook as delivered by CG himself… sounded a bit monotone for a professional broadcaster, but I got used to it.

[Ashish Bisaria · Rating 1 out of 5]

I am moderate, leaning towards liberal. I picked this book so I can read alternative viewpoints. While the writer promotes an extreme right view, which I am fine reading about, it is the constant bashing of the left that leaves a bad taste. I prefer people sharing their viewpoint. But bashing others does nothing to create an environment of discussion and finding middle ground. This writer will lose half the country within the first 10 pages.

[AttackGirl · Rating 3 out of 5]

Who leads the cultural changes? How did the gay people get their special treatment? What happened first the law or the corporate changes? So now who is demanding the changes… Disney?

A good and current read.

[Robert LoCicero · Rating 5 out of 5]

This is a masterful work of destruction in which author Gasparino takes apart the modern notion of wokeness in all its ugly manifestations. As a denizen of the corporate halls the author has familiarity and knowledge of the way the capitalist economy functions at all levels. He smartly and in an entertaining manner takes the reader through the origins of the concept of wokeness as presented in such Leftist imaginings as Diversity, Equity and Inclusion (DEI) and Environmental, Social, and Governance (ESG). From their beginnings ten years or more ago from the slopes of Davos in Switzerland to the streets of Minneapolis and George Floyd's death, the nation and our corporate institutions have been besieged by proponents of this philosophy which in essence is demeaning to America's people and destructive of our economic system. Author Gasparino takes the reader through the birth of this philosophy and then adroitly illustrates its fundamental problems and dissonance. The coup de grace applied by Mr Gasparino is the complete analysis of how wokeness failed it all its aspects. He takes the reader through the roller coaster ride that was the corporate offices of some of the biggest corporations in America that "went woke". That would mean Target, BlackRock, Budwiser (actually AB Inbev) and Disney. The reader will not be able to put this volume down as the active language of the author and the imagery he creates is just chrome on the business metrics Gasparino is conversant with. He was writing from first hand interviews with the participants he discusses and educates the reader with economic theories presented in a way that a layman can understand. This book is a tour de force and mandatory reading for business majors, political leaders and journalists. Charles Gasparino shows how it is done with a coherent presentation of facts and logic that can not be denied. I highly recommend this book.

[Merilee · Rating 5 out of 5]

I've always liked Gasparino when I saw him on Fox Business, but this book was fabulous. For the past few years, I've wondered why so many movie and TV studios decided to make "preachy" content that offended half the country. I want entertainment to actually entertain me. I saw the Dylan Mulvaney Bud Light Ad, (I don't drink beer so I didn't care), and wondered who at Budweiser thought their consumer would like it. It seems that much of corporate American lives in a bubble where following the guidelines of ESG and DEI is the most important thing, whether or not it makes sense as a business. Maybe sometimes it does, I'm no expert, but surely not at the expense of everything else.

Then SVB failed, and SBF is in jail, and you can see how that happened when people stopped looking at how to manage risk in business.

Gasparino is funny, blunt (lots of f-bombs if that bothers you), and can explain how we got to the place we find ourselves as consumers now. At least you'll laugh on the way there.

[William · Rating 4 out of 5]

I'm certain this will be a controversial book, but I'm not certain why. It seems like common sense that a company has a better chance at success if it's able to market to 100% of the country vs. making 1/2 angry (and that would go for both sides of the political spectrum). Especially in today's environment, it's far too easy to make news for the wrong reasons if you're overtly political.

I took one star off for lack of precision - too often he stated "the stock dropped like a rock" or "the stock tanked" without listing *how far* it dropped relative to the rest of the industry or the broad index. It doesn't prove anything if Target's stock dropped 10%, but so did the rest of stocks in that category. It would also help to know what he considers "tanked." 10%? 45%? 2%?

**NOTE** Goodreads didn't have an audio edition when I wrote this review, but that's the format I "read."

[Jeanette · Rating 3 out of 5]

Disclaimer, I got bored and didn't read every single page. There were points I sped read. Because it is highly redundant despite all the good tales told. And I do think he is fairly impartial because he focuses on ploys of corporate directives (such as DEI training "required") etc. which are so very real. I've seen how they work and lay out to retributions in the real worlds of both corporate and Academia myself.

I was most informed by his ESG definitions and examples. Lots of the Black Rock and other users of this became somewhat over my head to understand. But for everyday working people and those not of the elite classes, they are appalled at woke "musts" in nearly every sphere right now. Worth a read if you can stand upper eschelon corporate bs talk, pronouncements, stats. To me they are like trying to read stock or investment reports for the year.

[Jeff · Rating 4 out of 5]

Charlie Gasparino is a political moderate, somewhere smack dab in the center of the political spectrum, but because he often veers to the left or right, I'm sure he manages to piss off both sides.

That being said, I believe Go Woke, Go Broke is an important book that should be read by both sides. Gasparino, as political commentator in the business world, has called out the excesses of both the right and the left.

He makes a strong argument that DEI is not only terrible for business, but harmful to all Americans and the country and does nothing to address the problems of inequity it seeks to remedy.

[Timc · Rating 1 out of 5]

This was such a disappointment.
I'm not sure why Mr Gasparino wrote this book. He does not provide interesting or provocative opinion nor analysis but simply retells news articles that I've already read.
Also, I don't understand the use of swear words throughout the book. They added nothing to the stories nor to the discussion at large.
Finally, Mr. Gasparino does not follow his own advice in his writing. I was shocked at some of his remarks. I guess I should wait and watch for him to go broke.

[Jessica W · Rating 5 out of 5]

Perhaps the most enlightening book I’ve read all year! I appreciate how the author provides a lot of the unspoken truths around the woke infiltration. And I also agree how he is critical of both political sides. The pages of citations at the back of the book is indicative of the plethora of research he completed to arrive at his claims. His dry humor led to making it all the more enticing to read, too.

[Dannie Lynn Fountain · Rating 2 out of 5]

WHEW. I picked this up as someone on the opposite side of many of these matters. As a primer on what the author and his contemporaries believe, this book was immensely insightful. As anything else, not at all. Thank you to the publisher for the free advance copy.

[Dilley The · Rating 1 out of 5]

This book might seal the deal for Gasparino being the worst author in the history of the universe.

I've seen better and more intelligent dribble drool out of the side of Joe Bidens mouth while he's wandering the wrong way off stage.

[Evan Robbins · Rating 1 out of 5]

He writes like he’s a mouthpiece for Wall Street corruption in a pompous arrogant tone. I guess when you’re that short you have to have a loud, annoying voice to be heard. Best wasting your money yoloing meme stocks.

[Matt Bahr · Rating 2 out of 5]

In a book that was clearly never going to be left leaning the author goes so far right complaining about more liberal policies instituted by companies and executives that it makes it hard to get through.

[Jeremy Henry · Rating 5 out of 5]

Good read

Quality researched information. Provides insightful information on the inner working of cooperate boardrooms. How woke policies have caused a decline in business for once cooperate giants.

[John · Rating 5 out of 5]

Go Woke Go Broke is an excellent and informative business book about the foolishness of Woke business practices and the damage that harebrained leftist thinking does to corporations and the economy.

[Jennifer · Rating 2 out of 5]

It’s a good warning to keep politics out of the workplace and relatively fair in some criticisms. However it seems poorly researched and reductive.

[Quanita · Rating 5 out of 5]

The title says it all. Companies that preached, and hired, based on color, sexual preference, gender, and not ABILITY, found themselves facing a loss of capital and prestige.

[Darin]

DNF 12%. Language.

[NewNobodyAccount · Rating 1 out of 5]

Just a reminder that the author is the same guy who claimed to have been a Pulitzer nominee back in 2012. In reality, his employer had simply submitted his work for Pulitzer consideration. An employer submitting employees for award consideration is nothing new and is often done in every industry and at every level of employee. Additionally, anyone can submit their work for a Pulitzer... even you. You only need $75 for the entry fee and can submit your work here: https://entrysite.pulitzer.org/

Gasparino either lied about being a Pulitzer nominee or is just too dumb to know the difference between applying for an award and winning one (a semi-finalist/finalist is an award that gets the title “Pulitzer Nominee”). Ergo, the man is either a liar or an idiot. This book just makes me contemplate harder which one of those he is—perhaps he is both.

https://www.theatlantic.com/business/...

[Ronald J. · Rating 4 out of 5]

This is a punchy, well-researched critique of what the author calls “corporate wokeness”—the trend of major companies prioritizing progressive social causes over traditional business objectives. Gasparino, a veteran financial journalist, convincingly argues that initiatives like ESG (Environmental, Social, and Governance) and DEI (Diversity, Equity, and Inclusion) have not only distracted companies from their core missions but also exposed them to significant financial and reputational risk.
The book details high-profile examples, such as Disney being forced to list its embrace of “woke” policies as a shareholder risk and BlackRock’s retreat from ESG funds, to illustrate the real economic consequences of these strategies. Gasparino’s account of the infamous Goldman Sachs Chick-fil-A debate is both entertaining and revealing, highlighting how ideological conformity can overshadow substantive business discussions.