Tech

Jack Dorsey is the soul of Twitter


Jack Dorsey is saliva. It was 2009, and we were in Baghdad, in a group of Silicon Valley campaigners and diversionaries on a US Department of State junket visit businesses, universities and the strangely abandoned National Museum of Iraq. But back home, all the moves and shake-ups in the company he invented – a short-form blogging platform called Twitter – are happening without him. Twitter is going strong, but Dorsey has been dropped from his leadership role, and his co-founders, Evan Williams and Biz Stone, have won over publicity, appearing on shows. chat and conference. Dorsey, a man of deep emotions, was in distress, as he confessed to me during a late-night discussion. The situation was still sore when I met him a few months later, when he brought me to his apartment to show me his new idea, a pea-shaped doodle that could turn your phone into a credit card.

It is said that Revenge is best served cold, but over the next few years Jack Dorsey was served with a lavish feast that not only served hot but was also vegetarian. Or maybe keto. That weird app didn’t just turn into Square — it’s now worth almost 100 billion dollars—But in 2011, Twitter CEO Dick Costolo, who had replaced Williams, nominated Dorsey to be the company’s part-time product specialist. Four years later, Dorsey replaced Costolo as leader of Twitter again. The man who invented service and changed the world by giving instant voice to anyone, for better or worse, is finally back in charge of his creation.

Can one person run two large public companies? Dorsey affirms he can. After all, didn’t his idol Steve Jobs run Apple and Pixar?

The key will be to assemble a team that takes the company to the top with a part-time leader. With Square, Dorsey has clearly done this, but Twitter’s record has been mixed. It is a constant disappointment when the number of users never reaches the billions like other social networks. The fact that the disruptive company exceeds its influence always raises the question: Why hasn’t Twitter considered more? The company has run through countless Svengalis product lines, official and other.

In terms of Twitter’s content policy, Dorsey is the Hamlet of Silicon Valley, acknowledging the problems but hesitant to take the draconian measures necessary to address them. Every woman who posts something even mildly controversial should expect a storm horribly wrong reaction. Only relatively recently has Twitter had a serious response to its trolling problem. And while Donald Trump is a problem that no one has yet found a solution to, Dorsey has allowed the general manager to misinform uses Twitter like his bull too long. (On the other hand, Dorsey’s Call banning Trump permanently after January 6 is braver than Facebook’s timid “suspension.”)

In other respects, Dorsey is quite interesting in breaking the unwritten rules of how a CEO is supposed to behave. Weirdness abounds in corporate suites, but is rarely brazenly expressed. Yes his diet. His beard. His nose ring. And his obsession: denim, perambulation, and more recently crypto.

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