Hatching Twitter

From a side project to shaking the world, Twitter's story is as dramatic and fraught as its founders' rivalries.

1. Humble Beginnings of Blogging and a Visionary Entrepreneur

Evan Williams, a Nebraskan college dropout, began his journey as an entrepreneur with a thirst for innovation. His early experiments led him to create tools like Blogger, a platform that simplified blogging for the public. Blogger’s success was rooted in the desire to empower everyday people to share their thoughts online, turning static websites into evolving personal journals.

Despite the success of Blogger, the road was tough. Most of Williams' employees at the original company, Pyra, quit due to financial challenges and chaos, leaving Evan to manage the business solo from his living room. Yet, Blogger thrived, driven by people’s growing love for self-expression on the web. Blogger’s rapid growth caught Google’s eye, and Williams sold it in 2003, supplying him with the funds for future ventures.

The sale of Blogger wasn’t just a financial win but a foundational stepping stone for Twitter. Williams gained credibility and resources that drew future collaborators and fueled his ambition to craft something even bigger.

Examples

• Blogger allowed anyone without coding skills to create online journals, birthing the modern blogging era.
• Williams’ innovation came out of a side project to streamline work tracking at Pyra.
• Google’s acquisition of Blogger gave Williams millions of dollars for investment and credibility for future leadership.

2. Odeo: The First Meeting of Minds That Would Shape Twitter

After selling Blogger, Williams partnered with his neighbor Noah Glass to create Odeo, an audio blogging platform. Their shared enthusiasm for technology and connection brought them together, but chaos characterized Odeo’s environment. Glass envisioned a creative workspace but struggled to maintain control.

Odeo’s team was unconventional, with hires like anti-authoritarian “hacktivists” and inventive minds such as Jack Dorsey and Biz Stone. This mix of creativity and disorder shaped the culture but also disrupted progress. Williams eventually took leadership responsibility by buying out the struggling company and becoming its CEO after investing additional funds.

This chaotic yet promising environment accidentally laid the groundwork for what would become Twitter. Although Odeo failed to compete with emerging technologies from Apple, it catalyzed conversations and ideas that inspired projects beyond audio blogging.

Examples

• Jack Dorsey’s quirky and bold personality made him memorable, including his habit of advertising his phone number on his T-shirt.
• Biz Stone, known for his playful attitude, sacrificed millions in Google stock options to join Odeo.
• Williams took control of Odeo, literally housing it in his apartment to reboot the team’s focus.

3. A Simple Idea: Expressing Status Through Short Updates

The invention of Twitter came from brainstorming a new idea after Odeo’s decline. Jack Dorsey suggested adapting the concept of short status updates, inspired by LiveJournal. Noah Glass quickly saw the potential in a tool that not only updated statuses but also connected people.

The team’s experimentation led to the creation of a platform allowing people to send text-updated statuses to their friends. Glass, driven by personal struggles and a desire to cure loneliness, dedicated himself to refining the idea. The group tested their platform internally, leading to the first tweet by Jack Dorsey on March 21, 2006: “just setting up my twttr.”

However, Twitter’s success did not erase internal conflicts. Ideas clashed, leadership stumbled, and relationships fractured among the founders. These early squabbles hinted at the power struggles to come.

Examples

• Dorsey’s inspiration came from LiveJournal’s status feature, which he thought could be scaled.
• Noah Glass handpicked “Twitter” as the name, signifying light and simple communication.
• The team’s robust testing phase began with an earthquake in San Francisco.

4. A Rocky Start Before Public Success

Twitter had an underwhelming launch. It was first revealed during the Love Parade rave in San Francisco but gained almost no attention from attendees. Months later, Twitter gained traction at the SXSW tech festival in 2007, where live tweets were displayed on screens. Attendees started using Twitter to track events and send messages, sparking user growth.

The platform’s early adopters, known as “Technorati,” included tech enthusiasts who helped spread Twitter within their circles. Soon after, key media outlets like the New York Times and figures like Ashton Kutcher began using it. This combination of public use and media attention ultimately launched Twitter into popular culture.

Early struggles included technical issues. Twitter’s infrastructure couldn’t handle its rapid growth, often crashing. Ironically, outages created more publicity, as people interpreted the crashes as evidence of Twitter’s popularity.

Examples

• SXSW’s display boards of live tweets built buzz around Twitter’s functionality.
• Ashton Kutcher drew media attention by competing with CNN for one million followers.
• Technical failures inadvertently attracted new users through publicity.

5. Power Struggles and Leadership Changes Begin

Even as Twitter grew, its leadership faced turmoil. Leadership disputes between Jack Dorsey and Evan Williams escalated. Jack initially served as CEO but struggled with responsibilities, taking fashion classes on the side. Ultimately, investors and Evan grew frustrated, and Jack was replaced by Evan as CEO in 2008.

This decision amplified tensions. Jack began leveraging media appearances to craft a narrative casting himself as the sole inventor of Twitter, sparking confusion both inside and outside the company. His removal didn’t mark the end of his influence—remaining a silent board member gave him tools to subtly regain power.

Twitter’s leadership volatility foreshadowed future battles that would affect the culture and direction of the business.

Examples

• Investors like Jeff Bezos of Amazon contributed funding but questioned Dorsey’s lack of focus.
• Jack transitioned to a board chair position after being ousted as CEO.
• Leadership tensions were amplified by conflicting visions between Evan and Jack.

6. Twitter’s Growing Political and Social Responsibility

Twitter became a powerful tool for social and political influence, used by celebrities, activists, and politicians. Ashton Kutcher’s competition with CNN showcased individual influence, while politicians like Governor Schwarzenegger used Twitter for town halls.

In 2009, Twitter played a role in Iran’s political protests, where citizens used it to spread information and organize. When the U.S. State Department requested maintenance delays to support the protests, Twitter faced scrutiny over its apolitical stance.

These instances established Twitter as more than a social platform. Its role in shaping communication and global events became undeniable.

Examples

• Kutcher’s follower duel with CNN highlighted Twitter’s reach.
• Arnold Schwarzenegger held a live Q&A with constituents entirely through tweets.
• Iranian protesters utilized Twitter during pivotal government demonstrations.

7. Another CEO Shift and a New Cultural Vision

Evan Williams, though a visionary, faced mounting criticism. He preferred working with close friends, a trait seen as detrimental to Twitter’s corporate growth. Dick Costolo, considered more business-focused, was brought in as COO before eventually ousting Williams.

Under Costolo, Twitter underwent a cultural transformation. The playful, experimental atmosphere gave way to a more disciplined corporate environment. Employees appreciated the focus Dick brought but also missed the creative freedom of earlier years.

This shift helped Twitter address long-standing infrastructure problems, achieve near-perfect uptime, and mature as a company.

Examples

• Dick banned certain startup behaviors, including a marijuana concert hosted in the Twitter office.
• The iconic “Let’s make better mistakes tomorrow” art piece was left behind during the office move.
• Revenue improved with ad partnerships under Costolo’s leadership.

8. Internal Battles Shape Twitter’s History

Jack Dorsey pushed forward his agenda once Evan was gone. Media-friendly and determined, Jack framed himself as Twitter’s true leader. However, internally, his criticism of Evan’s Twitter alienated some employees.

Jack’s return emphasized Twitter as a tool for personal updates, reintroducing his original vision. Yet, his inconsistent leadership style and rapid product changes created friction among staff.

Despite challenges, Jack solidified his influence, reshaping Twitter’s functionality and reputation during his leadership.

Examples

• Jack criticized earlier versions of Twitter publicly, despite maintaining internal ties.
• Twitter 1.0 signaled Jack’s effort to reclaim his original idea.
• Reports surfaced of frustration from confused and anxious employees.

9. Final Growth Under Dick Costolo

Under Costolo, Twitter saw massive growth. He refocused Twitter on advertising, integrated stricter controls against competitors, and expanded its technical capacity. The platform moved past its chaotic startup roots to become a reliable, profitable company.

By 2013, Twitter’s public offering valued the company at $31 billion—a long way from its first brainstorms in Evan’s living room. The leadership struggles and cultural shifts faded to history as Twitter cemented its place in the tech industry.

Examples

• Revenue growth was driven by ad deals, including those with Google and Bing.
• A focus on platform stability led to near-perfect uptime.
• Twitter’s IPO in 2013 marked its entry into the stock market with global recognition.

Takeaways

1. Preserve friendships by separating them from business decisions. Money and relationships can clash in high-stress environments.
2. Stay inclusive and open when telling your story, as controlling the narrative can define your public perception and opportunities.
3. Balance creativity and structure in leadership—innovation thrives where stability anchors it.