A Familiar Face Returns to Twitter

Posted by Stephen Petrey on Friday, April 8, 2016

When Standard Oil began vertically and horizontally integrating sections of industry into its’ grasp, people got pretty upset. Ultimately, it led to The Department of Justice suing the company in 1911 under federal law and allegations of anti-trust. The Rockefeller’s vision for the planet, was bleak and self-serving. Apparently, vertically and horizontally integrating businesses can get you into a big heap of trouble. Is there an exception? What about Google and Apple’s integrations into production and telecoms?

If Twitter integrates micro-payments via a new Square API, is that integration or is it really just a small innovation? Is it incestuous if Dorsey decides the next big feature at Twitter is one that hinges on his other company, Square? Sending payments with a Tweet doesn’t sound all that bad. Maybe this is less about self-serving his two companies, and more about making things work together. I think we’ve graduated into a new era. Silicon Valley moves fast—like really fast. In comparison to the early 1900’s, it’s unbelievably fast. Business decisions happen at light speed now. Mistakes can be mended and resolved with an email. Customer services and user documentation are moving to public sectors like Twitter and Facebook. Look at how Elon Musk, manages Tesla and SpaceX while simultaneously serving on the board at SolarCity; he’s also the a former co-founder of PayPal.

All of his companies have come into founding in the last 15 years, with his leadership help and direction at some point. Absolutely incredible, and insanely fast. Elon wants a more effective, smarter planet. Howard Schultz transformed Starbucks when he returned in 2008. He slashed budgets, and projects and closed a ton of stores. Moved cash to projects that mattered, and reinvigorated culture, invested in coffee plantations, and breathed new life into new products and fresher foods. Schultz has a vision of variety, culture and coffee for a greater, smarter world. I think Dorsey is a fine leader at Square, and it will be good to see him back at the helm at Twitter. He said he is focusing on three things at Twitter: simplifying the product, discipline, and communicating value to the current user base. If Musk can tango with two companies, and Schultz fixed Starbucks—I have an inclination Dorsey can transform Twitter into what it needs.


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