John Gruber: “Twitter Tumult”

Roger Stringer • November 18, 2022

2 min read

Gruber:

If you had told me three weeks ago that Twitter, as a company, would today be embroiled in turmoil — perhaps outright existential crisis — over a company-wide email from Elon Musk centered around the phrase “extremely hardcore”, this is not the scenario I’d have imagined.

It’s as though Musk has taken Facebook’s “Move fast and break things” motto and reduced it to “Break everything fast.” Last night, reports of mass resignations inside Twitter seemed so dire that Twitter itself seemed to be documenting its own demise, like HAL 9000 singing “Daisy”, ever more degenerately slurred, near the end of 2001: A Space Odyssey. I lost count of how many of the people I follow were seemingly posting what they expected, last night, to be their last-ever tweets.

[...]

I’ve been struggling to express it succinctly but my shock has been, basically: Layoffs are inherently deeply traumatic, both personally and institutionally, and for a company still trying to do great things and compete in a tight marketplace — and Twitter’s marketplace is the most competitive in the world: attention — the highest post-layoff priority for any company’s leader should be to restore, maintain, and if possible, boost morale.

Yet all of Musk’s actions to date can only be seen as destroying morale. I do not think he’s secretly trying to destroy his own $44 billion acquisition, but if he were, as though in a real-life Brewster’s Millions scenario, this path seems like the surest way. He’s shooting holes into his own sinking ship.

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