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Twitter CEO proves he still doesn't get it

Matt Kapko | Oct. 27, 2015
At its largest conference of the year, Twitter failed to address the underlying cause of its ongoing struggles. The company is running out of time for a turnaround, and this latest misstep could prove to be the most costly yet.

For years, Twitter's leaders have readily admitted that its service can seem awkward and unorganized to many users. The issue evolved into the company's most significant challenge, and for those on the outside looking in patience is wearing thin.

Twitter asks developers for another chance

Twitter says it's turning attention back to the developer community to address its faults. But these developers have been fooled before. Will Twitter burn them again?

Twitter is just five months shy of celebrating its 10th birthday, and it's difficult to predict how well this "reset" with developers will play out. Omid Kordestani, a former Google executive who was recently named executive chairman of Twitter's board, similarly told The Wall Street Journal the company is in a period of "rebirth."

However, it's rare for a company of Twitter's age and stature to undergo such a significant turnaround under pressure. Does Twitter even deserve another chance to right its relationships with developers and users?

"Twitter is the most revolutionary communications tool of our time," Dorsey said last week. Unfortunately for Twitter, the strategy (or lack thereof) that he and other leaders at the company have set forth of late did little to suggest the level of significance they aim to achieve. Absent a more clear direction, the company is merely hedging its bet on the importance, and likely cautious, aid of developers. The ball is now in the developers' court, a fact Dorsey readily admitted. "We need your help, we need the help of everyone," at Flight, he said.

 

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