Hatching Twitter

1. Twitter's inception: From status updates to global communication

"Twitter. Is. Slow. We are painfully aware," he wrote on the site in a post appropriately titled, "The Tortoise and the Twitter." "The slowness is being caused by massive popularity which makes for a bittersweet type of situation."

From humble beginnings to global phenomenon. Twitter started as a simple status update service, born out of a hackathon at Odeo, a failing podcasting company. Jack Dorsey's initial concept of sharing "what you're doing" quickly evolved into a platform for sharing "what's happening" around the world. The simplicity of 140-character messages, combined with real-time updates, created a unique communication tool that would soon change the way people shared information globally.

Rapid growth and technical challenges. As Twitter's popularity exploded, the platform faced numerous technical challenges. The site experienced frequent outages, leading to the infamous "Fail Whale" error message. Despite these growing pains, Twitter's impact on communication and information sharing continued to expand, attracting millions of users and becoming a vital tool for breaking news, social movements, and celebrity engagement.

2. The power struggle between Twitter's co-founders

"I believe Jack would take a 'passive' chairman role," Bijan wrote. "It would then really be up to Ev to decide if he could live with Jack's new title."

A tale of conflicting visions. The relationship between Twitter's co-founders, particularly Jack Dorsey and Ev Williams, was marked by tension and power struggles. Their differing visions for the company's direction and leadership style led to a series of internal conflicts that would shape Twitter's future.

The cycle of ousting. The power dynamics at Twitter followed a pattern of cofounders pushing each other out:

• Noah Glass, often overlooked in Twitter's history, was the first to be pushed out
• Jack Dorsey was ousted as CEO, with Ev Williams taking over
• Ev Williams was later forced out, with Dick Costolo becoming CEO
• Jack Dorsey eventually returned as CEO

These leadership changes reflected the evolving needs of the company and the personal ambitions of its founders.

3. Jack Dorsey's transformation and quest for redemption

Like someone undergoing minor plastic surgeries until he resembles his idol, Jack no longer looked and acted like Jack Dorsey: He began acting like the second coming of Steve Jobs.

From outcast to visionary. After being ousted as CEO, Jack Dorsey underwent a remarkable transformation. He reinvented himself as a Steve Jobs-like figure, adopting a signature look, speaking style, and management philosophy reminiscent of the Apple co-founder.

The road back to Twitter. Dorsey's journey back to Twitter involved:

• Building Square, his mobile payments company
• Cultivating a media image as Twitter's visionary founder
• Leveraging his board position and relationships with investors
• Positioning himself as the solution to Twitter's leadership challenges

This calculated reinvention and strategic maneuvering ultimately led to Dorsey's return to Twitter in a leadership role.

4. Ev Williams' leadership and eventual ousting

"Look, I totally acknowledge I'm not the best CEO, but you can't put Dick in as CEO. He's not a product guy; he's an operations guy."

A product visionary facing operational challenges. Ev Williams, known for his product-focused approach and previous success with Blogger, struggled with the operational demands of running Twitter as it rapidly scaled. His leadership style, characterized by slow decision-making and a focus on long-term vision, clashed with the need for quick execution and revenue growth.

The board's loss of confidence. Williams' ousting was driven by:

• Pressure from the board and investors for faster growth and monetization
• Frustration with Williams' indecisiveness and management style
• A desire for more operationally-focused leadership
• Jack Dorsey's behind-the-scenes maneuvering

The transition of power from Williams to Dick Costolo marked a shift in Twitter's priorities from product innovation to operational efficiency and revenue generation.

5. Biz Stone: The moral compass of Twitter

"I don't give a shit. There is no fucking way we are setting traps and killing mice," he said sternly, tears welling in his eyes, his hands shaking with anger, his fists clenched, baffled that anyone would harm an animal, especially one as small and helpless as a little mouse.

Championing ethical values. Biz Stone often served as Twitter's moral compass, advocating for user privacy, free speech, and ethical business practices. His passionate stance on issues, from protecting mice in the office to defending user rights, helped shape Twitter's culture and public image.

Mediator in conflicts. Stone played a crucial role in:

• Balancing the competing interests of Twitter's cofounders
• Advocating for fair treatment of employees during leadership transitions
• Maintaining the company's focus on its social impact and user experience
• Representing Twitter's ideals in public and media appearances

His influence helped Twitter maintain a balance between business interests and ethical considerations as it grew into a global platform.

6. Twitter's impact on global events and media

"A seventeen-year-old with a smart phone can now do what it used to take an entire CNN crew to do," she said. "It's bringing transparency to opaque places."

Revolutionizing information flow. Twitter's real-time, user-generated content dramatically changed how news and information spread globally. The platform played a crucial role in:

• The Arab Spring and other political movements
• Breaking news events, often outpacing traditional media
• Connecting people during natural disasters and crises
• Giving voice to underrepresented groups and causes

Challenging traditional media. Twitter's rise forced traditional media outlets to adapt, leading to:

• Integration of social media into news gathering and reporting
• Increased emphasis on real-time updates and citizen journalism
• New challenges in verifying information and combating misinformation
• A shift in how public figures and organizations communicate with their audiences

7. The challenges of rapid growth and monetization

Wall Street recently put a value on the social network Twitter at one billion dollars, even though the company has yet to make a dime.

Balancing user experience and revenue. As Twitter grew, it faced the challenge of monetizing its platform without compromising the user experience. The company struggled to find a sustainable business model, experimenting with various advertising formats and data-driven solutions.

Technical and operational hurdles. Rapid growth led to numerous challenges:

• Frequent site outages and the need for infrastructure scaling
• Balancing innovation with platform stability
• Managing the explosion of third-party applications and APIs
• Addressing spam, abuse, and security issues
• Hiring and retaining talent in a competitive tech landscape

These challenges required constant adaptation and often led to conflicts between product vision and operational necessities.

8. The role of investors and board members in shaping Twitter's future

"We're clearly not smart enough to understand Iranian politics," Biz said to Goldman as they sat in a quiet conference room together trying to figure out what to write. "We don't know who the good guys are or who the bad guys are."

The influence of venture capital. Twitter's growth was fueled by significant venture capital investment, which brought both opportunities and pressures. Investors played a crucial role in:

• Pushing for faster growth and monetization
• Influencing leadership changes and strategic decisions
• Balancing short-term financial goals with long-term vision

Board dynamics and corporate governance. The Twitter board, comprising founders, investors, and industry veterans, often found itself navigating complex decisions about the company's direction, leadership, and ethical considerations. These decisions sometimes led to conflicts between financial interests and Twitter's broader social impact.

9. Twitter's evolution from a side project to a billion-dollar company

"Twitter seems like a perfect start-up success story. In barely six years, a small group of young, ambitious programmers in Silicon Valley built an $11.5 billion business out of the ashes of a failed podcasting company."

Rapid ascent to tech giant status. Twitter's journey from a side project at Odeo to a multi-billion dollar company was marked by:

• Explosive user growth and cultural impact
• Multiple rounds of venture funding
• Increasing media attention and celebrity adoption
• Integration into global events and movements

Persistent challenges amid success. Despite its meteoric rise, Twitter continued to face:

• Questions about its long-term profitability
• Ongoing technical and operational challenges
• Leadership instability and internal power struggles
• Balancing its role as a public forum with content moderation responsibilities

The company's evolution reflected broader trends in Silicon Valley, including the rapid scaling of tech startups and the challenges of maintaining innovation and cultural values in the face of commercial pressures.

Last updated: October 8, 2024