With X, Musk is taking part in the bottoms-up sport


Most entrepreneurs can’t dream so large as to think about a world the place the identify of their product is talked about on each newscast, written about on each flier, each advert, each signal and each e mail signature.

That’s the absurdly omnipresent energy of the Twitter model. At first, it appeared like Musk was taking part in a sport of rooster with the location. However no. The gloves are off. The hawks are out. When X’s dwelling icon modified from a birdhouse to a daily home, you understand that issues have been beginning to get actual. Twitter isn’t dying: It’s lifeless.

Tweets are posts. Retweets are reposts. The lovable little dwelling icon? Burn it. Accessibility? Variety? Eh. It doesn’t matter. That’s not who we’re constructing for over right here. And within the course of, the artist previously generally known as Twitter is burning a lot model recognition it’ll make a junior promoting govt do unspeakable issues.

None of these items is sensible in case you are taking part in the improper sport.

If you happen to assume Musk is ruining Twitter, then yeah, he’s. That’s as a result of he’s not in it for Twitter. He’s in it for X, and the present lovers of the platform are collateral harm.

Founders love giving top-down takes. What’s the entire addressable market, how can it’s segmented in a approach that makes cash, and because the tide raises all boats, how onerous can founders journey that CAC-to-LTV ratio combined metaphor into the supernova of their IPO?

I’ve been doing this lengthy sufficient that I do know what works. The issue is that each category-defining firm of our period didn’t have an addressable market: They created one.

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