Steve Riabov, a 35-year-old entrepreneur, had once modeled his business after one of the most admired figures in Silicon Valley—Elon Musk. He named his construction company "Musk Construction," believing that his idol’s boldness, vision, and success would infuse his own business with the same ambition and drive. Fast forward six years, and Riabov, who once regarded Musk as a role model, now feels completely disillusioned and angry, to the point where he’s willing to change the name of his business at a significant financial loss.
In an exclusive interview, Riabov tells us why he can’t stand Elon Musk anymore and why his idol’s political actions and statements have made him sever all ties.
In 2019, when Riabov launched Musk Construction, it was clear that the name was more than just a brand choice; it was a tribute to the visionary who had inspired him. Born in Luhansk, Ukraine, Riabov had fled his war-torn homeland, surviving a harrowing kidnapping by Russian forces during the Donbas invasion.
Once he arrived in the United States, he was determined to carve out a successful life and build a business. After settling in California, Riabov immersed himself in reading biographies of great entrepreneurs, and one name that resonated above the rest was Elon Musk.
“His drive was motivating,” Riabov says, recalling how Musk’s ambition to build a future on Mars and revolutionize electric cars inspired him. “I thought, ‘He’ll need some help. Why can’t it be me?’” In those early days, Riabov’s admiration for Musk was unshakeable.
Musk’s meteoric rise from the founder of PayPal to the CEO of Tesla and SpaceX seemed to embody the very ideals that Riabov held dear: innovation, risk-taking, and determination.
But as Musk’s career evolved, so did Riabov’s perception of him.
For Riabov, the turning point came in late 2022, when Musk’s increasing involvement with President Donald Trump’s political camp and his controversial remarks on the Ukraine crisis sent shockwaves through Riabov’s once unwavering loyalty. Musk’s support for Trump and his criticism of Ukrainian President Volodymyr Zelenskyy made it impossible for Riabov to continue seeing him as the hero he once was.
“I almost cried, it’s so insane,” Riabov says, recounting the moment when Musk suggested that Zelenskyy was responsible for Russia’s invasion of Ukraine. “Ukraine is trying to survive, and now America is taking such a different stance.”
For Riabov, a Ukrainian refugee who had been tortured by Russian forces during the early days of the conflict, Musk’s words felt like a betrayal. But it wasn’t just the political comments that hurt; it was Musk’s continued alignment with Trump, a man whose policies and rhetoric Riabov vehemently opposed.
“I no longer align with all of his values. I have to change the name,” Riabov says, his voice thick with emotion. It was then that he realized that his business and personal values were no longer in sync with the figure who had once been his guiding light.
The decision to drop Musk from the company name wasn’t made lightly. Riabov knew that it would come with significant financial costs. Renaming his business, which had already built a reputation under the Musk brand, meant new trademark registrations, new permits, and rebranding efforts—costing between $15,000 and $20,000.
Additionally, he had to remove the Musk Construction logo from his fleet of Tesla vehicles, a reminder of the days when he believed that associating with Musk would bring him success.
Despite these financial burdens, Riabov was resolute. The backlash from clients who were uncomfortable with the Musk connection was too strong to ignore.
“We had the paperwork signed and everything, but they saw an online interview of me praising Musk from about six, seven years ago, and because of that, they said, ‘We’re not going with you guys,’” says Anthony Khrypchemko, a sales representative at Musk Construction. For Riabov, the damage was done, and he needed to distance himself from the name Musk had once proudly borne.
On the heels of this realization, Riabov made a bold decision: he would rename his company “RISE Construction.” The name was chosen to reflect the company’s aspirations to build not just homes, but a future that aligned with Riabov’s current values—values that were no longer tethered to the political and ideological stances of Musk.
“It became really necessary to disassociate,” says Sofie Rokishchuk, Riabov’s assistant who works remotely from Ukraine. “Musk used to be our inspiration, whose ideas were so amazing, progressive and inspiring. But that’s all changed. It’s crucial for us, as Ukrainians, to present a strong and united front. To let everyone know we don’t stand by his ideology.”
The name change has brought a sense of relief, but it hasn’t been without challenges. For a company that once thrived under Musk’s shadow, shedding that connection required more than just a new logo. It required a complete overhaul of the company’s identity, both internally and externally. But as Riabov sees it, there’s no turning back.
“We haven’t heard anybody tell us we should stick with the old name,” he says. “That’s a plus for us.”
What happened to Elon Musk? From being hailed as a hero of technological innovation and environmental progress, Musk has, in recent years, become a polarizing figure. His involvement in politically charged issues, his controversial behavior on social media, and his apparent lack of concern for the impact of his words have alienated many of his former supporters.
Polling data reflects this shift in perception. Musk’s approval ratings have significantly dropped among the American public, with many now viewing him in a negative light. Once considered the richest man in the world, Musk’s political involvement, particularly his support for controversial figures like Trump and his dismissive stance on the war in Ukraine, has overshadowed his accomplishments in tech and space exploration.
In light of these developments, it’s no surprise that Riabov, once a devoted Musk fan, now finds himself part of a growing group of people who are disillusioned by the man who was once their hero. For Riabov, Musk’s name will forever be tied to a painful chapter in his life—a chapter he’s now eager to close.
Riabov’s decision to rebrand his business is a reminder of the power of a name and the values it represents. In a business world where public perception is everything, aligning a company’s values with the values of its leadership and its clients is crucial.
As Dinesh Hasija, a business professor at Augusta University, points out, “Strategic decisions matter, especially in the face of economic conditions facing downturns. As long as your company name aligns with its core values, strategic vision, and your customers' values, it's more likely to pay off.”
For Riabov, the name change isn’t just about distancing himself from Musk. It’s about reclaiming his own identity as an entrepreneur and business owner, one who no longer seeks validation from a controversial figure whose values no longer resonate with him.
As Riabov looks forward to the future, he’s confident that “RISE Construction” will stand on its own merits. “We’ve come too far to stop now,” he says. “Too many people are relying on me.”
And in this new chapter, the Musk name has no place.
