The birth of Twitter (Later rebranded as X by Elon Musk) transpired in a rather unconventional manner. It all started with a man named Noah Glass, an entrepreneur with a vision to revolutionise the way people communicate. In a small apartment, he fostered a startup called Odeo, which initially aimed to be a platform for podcasting.
Glass's venture attracted interest from a former Google employee, Evan Williams, who decided to invest in Odeo, eventually leading to the company moving into Williams' apartment. The team began to grow, and soon, the silent yet intriguing web designer, Jack Dorsey, joined the company, along with an engineer named Blaine Cook.
The Rise and Fall of Odeo
By mid-2005, Odeo had a working product, a platform for podcasting. However, the venture faced a major setback when Apple announced that iTunes would include a podcasting platform. This revelation, coupled with the fact that Odeo's team were not regular users of their own product, led to a period of uncertainty. The company was going sideways, and Williams, who was now Odeo's CEO, felt a need for a change in direction.
The Birth of Twitter
Although Odeo was facing challenges, the team's spirit remained undeterred. Among the employees, Dorsey stood out as a star. He had an idea centred on 'status' — what people were doing at a specific time. This idea resonated with Glass, who felt compelled to explore it further.
After several brainstorming sessions with Dorsey and a German contract developer, Florian Weber, the concept of Twitter was unveiled to the rest of the team. Twitter, initially named Twttr, was a system where you could send a text to one number, and it would be broadcast to all your friends.
The Early Days of Twitter
Twitter began as a small project within Odeo, with Glass being its most fervent supporter. Several employees and investors have acknowledged that without Glass's passion and drive, Twitter wouldn't have existed.
The early Twitter service was even running entirely on Glass's laptop, using a Verizon wireless card. Twitter had become the exciting project everyone wanted to be a part of, creating a feeling of two separate companies within Odeo.
A Shocking Turn of Events
In 2006, Williams decided to buy back Odeo from its investors, rebranding the company as Obvious Corp. The first surprising move he made after this transition was the termination of Glass's role within the company. This decision stunned many as Glass was not just the founder of Odeo, but also the biggest champion of Twitter.
The Evolution of Twitter
Despite the shocking twist of events, Twitter continued to evolve. By the summer of 2006, the platform had thousands of users. However, it wasn't until spring 2007 that Twitter's potential became apparent. During the SXSW Interactive conference in Austin, Texas, Twitter took centre stage, marking its first significant moment of recognition.
The Controversy Surrounding the Buyout
The buyout of Odeo by Williams led to some controversy, with some investors wondering about Williams' intentions at the time. Questions arose about whether Williams had downplayed Twitter's potential to convince investors to sell their shares.
However, these doubts were largely dispelled, with most investors expressing gratitude towards Williams for buying back their shares and preventing a complete loss. Some even saw it as an act of grace.
The Forgotten Co-Founder
Twitter's history has been marked by many twists and turns, including the controversy surrounding its forgotten co-founder, Noah Glass. Despite being a significant driving force behind Twitter's inception, Glass's contribution has often been overlooked in the official narratives about Twitter's founding.
Elon Musk Joins The Party
Elon Musk, the billionaire business magnate renowned for his groundbreaking ventures such as SpaceX and Tesla, made waves in the world of social media. With his acquisition of Twitter in 2022, Musk initiated a radical rebranding, replacing the iconic blue bird logo with an 'X'.
The Dawn of a New Era
The Announcement
Elon Musk made his intentions clear in the early hours of a Sunday. By the following Monday, he announced that Twitter's digital address, Twitter.com, would be redirected to X.com. Musk's tweet signaled the interim X logo's imminent launch, a promise shortly followed by the unveiling of a grand X illuminating Twitter's headquarters.
Bidding Adieu to the Bird
The familiar blue bird, a symbol associated with Twitter since its inception in 2006, was conspicuously missing in the new design. Musk's vision of a rebranding appeared to be a comprehensive overhaul, a proverbial Hail Mary for the social media platform facing a significant decline in advertisement revenue.
The Rise of a Rival
While Twitter grappled with its potential bankruptcy, Facebook parent Meta launched a rival social media platform, Threads. Threads saw exceptional growth, surpassing 100 million user sign-ups within its first week. This development further intensified the pressure on Twitter, which had a user base of 238 million prior to Musk's acquisition.
Elon Musk: The Eccentric Innovator
Musk and Twitter: A Complicated Relationship
Elon Musk, one of the world's wealthiest individuals, initially gained fame for his ambitious ventures in SpaceX and Tesla. Still, his personal Twitter account generated much buzz. From promoting conspiracy theories to engaging in public feuds, Musk made quite a name for himself on the social media platform.
The Acquisition and Its Aftermath
Musk's relationship with Twitter took a dramatic turn when he acquired the platform for a whopping $44 billion in late October 2022. The acquisition was followed by mass layoffs and disputes over millions of dollars allegedly owed in severance. Musk set high expectations for his employees, stating that only exceptional performance would be regarded as satisfactory.
Controversies and Consequences
The Fallout of the Layoffs
The mass layoffs triggered a wave of criticism from various organizations, including the Anti-Defamation League, Free Press, and GLAAD. These groups urged brands to reconsider advertising on Twitter, citing concerns that Musk's drastic measures could render Twitter's election-integrity policies ineffective.
Policy Changes and Their Repercussions
Musk's tenure also saw controversial policy changes that frequently disrupted Twitter's services and tarnished his reputation. In June, Linda Yaccarino, a former NBCUniversal marketing executive, was appointed as the CEO. Musk's actions transformed Twitter, hinting at a future where the platform could be a breeding ground for hate speech.
The Vision Behind 'X'
Musk's Affinity for 'X'
The choice of 'X' as the new logo for Twitter wasn't arbitrary. Musk had a personal affinity for the letter, as evidenced by his previous venture, X.com. Founded in 1999, X.com was a financial services company that eventually evolved into PayPal Holdings Inc.
The 'Everything App'
Musk's vision for Twitter was expansive. He aimed to transform the social media platform into an all-encompassing service, an 'everything app'. This could mean expanding the public messaging service to include a one-stop-shop for financial services.
The Global Marketplace
Linda Yaccarino, the newly appointed CEO, expressed a similar vision for the platform. She saw 'X' as the future of unlimited interactivity, a global marketplace for ideas, goods, services, and opportunities.
The 'Bye Bye Birdie' Moment
Musk's rebranding of Twitter was indicative of the significant shift in the company's strategy. However, the transition to 'X' was not a smooth one.
The Challenges of Change Management
Organizational Changes
Along with the name change, Musk implemented several changes within the organization. These included mass layoffs, a shift in corporate culture, alterations in the revenue model, and plans to transform the platform into a super app.
The Imperative of Rebranding
According to Kumar Sarangee, a professor of marketing at Santa Clara University, if Musk intended to implement such drastic changes, it was only appropriate that he changed the name as well. Rebranding, in this case, reflected the massive changes in vision, culture, and processes.
The Reaction to the Rebranding
The sudden rollout of 'X' caught many users by surprise, leading to a flurry of reactions on the platform. However, the lack of communication from the company raised several questions about the rebranding.
The Current State of Affairs
The platform, in its new avatar as 'X', struggled since Musk took over, with a projected loss of approximately $2 billion in ad revenue that year. Musk's tenure was marked by confusion, skepticism, and distrust among the platform's most active users.
The Brand Equity Conundrum
Despite its problems, Twitter had achieved a level of brand recognition that few companies could boast of. Yet, with the name change to 'X', Musk was discarding this advantage.
The Future of 'X'
The hasty rebranding left many wondering about the future of 'X'. As Twitter transitioned into 'X', rival social media platforms like Threads and TikTok were poised to attract dissatisfied Twitter users.
The Legacy of Twitter
Over the years, Twitter has grown from a small project within Odeo to a social media behemoth, significantly reshaping the way people communicate and share information.
Odeo/Twitter/X's history serves as a reminder that success often comes with a fair share of disputes and disagreements. It emphasises the importance of acknowledging every contributor's role, no matter how big or small, as each one plays a part in shaping the company's trajectory.