Who doesn’t like to talk about Twitter and Tweets? Word of mouth (or tweet) is the secret sauce of its success. But has it ever been successful? And if it hasn’t, how do you gauge the impact of Elon Musk’s shock therapy over the past two years? Journalist Kurt Wagner joins to share his deep dive profile of the tortured history of Twitter.

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This episode of Bubble Trouble features a conversation with Bloomberg journalist Kurt Wagner, author of 'Battle for the Bird,' a book about Twitter's tumultuous history and evolution, particularly under Elon Musk's ownership. The hosts, independent analyst Richard Kramer and economist Will Page, delve into Twitter’s origins, its struggle to monetize effectively compared to giants like Meta, and the significant influence of Jack Dorsey’s leadership style on the platform's direction. They discuss the platform's missed opportunities, such as Vine and Periscope, and how it became a place where 'good ideas go to die.' The discussion also covers Musk's takeover, his attempts to transform Twitter into 'X', and the challenges of balancing free speech with the need for content moderation and advertiser appeal. Wagner shares insights on the potential future of 'X', the impact of Musk's leadership on the platform's advertising and user engagement, and the skepticism surrounding the 'everything app' concept Musk envisions.

00:00 Introduction

01:02 Part One

01:02 Deep Dive with Kurt Wagner: The Story of Twitter

02:36 The Origins and Evolution of Twitter

06:20 Twitter's User Base and Business Model Explored

09:10 The Challenges of Twitter's Business Model

14:10 Board Dynamics and Google's Influence on Twitter

18:03 Extravagant Spending and Corporate Culture at Twitter

21:13 Reflections on Twitter's Stock Performance

23:47 The Almost Disney-Twitter Deal: A Glimpse into Corporate Negotiations

24:29 Twitter's Quest for a Savior and Its Struggle for Independence

25:53 Missed Opportunities: The Story of Vine and Periscope

27:27 Part Two

27:27 Transition to Part Two: The Elon Musk Era at Twitter

27:49 The Challenges of Rebranding Twitter to X and Musk's Controversial Leadership

28:32 The Impact of Elon Musk's Actions on Twitter's Ad Revenue and Brand Safety

36:52 The Struggle with Bots and Spam: Has It Gotten Worse?

40:06 Free Speech Under Musk: A Double-Edged Sword

44:26 The Everything App Ambition: A Skeptical View

46:33 Closing Thoughts and Acknowledgements

47:01 Credits

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