The Real Reason Twitter Is Failing To Grow And What Entrepreneurs Can Learn From It entrepreneur how earn by blogging blog

Among those who think and write about such things, the reasons for Twitter’s stagnation are varied and wide. They range from a lack of clear vision coming from the top to the rampant, flagrant, unchecked abuse unleashed on prominent minorities, women, and political activists by various bands of anonymous trolls, open misogynists, and proud Neo-Nazis.

But every single one of the commonly-cited reasons for Twitter’s stagnation mistakes the symptoms for the cause.

The roots of Twitter’s decline were actually established in the Summer of 2010–on the day the company’s board pushed Evan Williams out as CEO and replaced him with Dick Costolo, a man who looked at Twitter and saw a media company in the advertising business.

While the details of the events that led to that moment are fascinating and involve enough infighting, backstabbing, and subterfuge to make a Byzantine emperor proud, they aren’t relevant to this essay.

The abridged version is that between February and July of 2009, Twitter’s then-CEO Evan Williams was contemplating a massive future for Twitter, which involved growing to a billion users and becoming “the pulse of the planet.”

But just over a year later, the board pushed Williams out. And the new CEO’s agenda was slightly less ambitious than his predecessor’s: put an end Twitter’s recurring downtime issues and start monetizing the product, stat.

Given that Costolo had joined Twitter from Google, and given that he’d joined Google after Google acquired the media and advertising technology company he’d co-founded, it’s perhaps not surprising that Costolo looked at Twitter in 2010 and saw a media and advertising business.

But more than any other single factor, Dick Costolo’s conclusion that Twitter was a media company in the advertising business is responsible for all of the struggles with revenue growth and profitability Twitter is experiencing today.

The rest of the essay explains: http://ift.tt/2pbAiOa

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