The Twitter owner’s latest public debacle over a sacked worker can only do more damage to the company’s future prosperity
and he was forced to buy it and it was both intergalactically expensive and losing money at a dazzling rate. Hence he seems desperate to cut costs and ramp up revenue. On the face of it, that’s a solid business strategy. Well, almost – it would be, but for the word “seems”. All businesses, whether they’re losing money or making it, want to cut costs and increase revenue, but they have to be wary oftoo much that they do – especially if they’re in the leisure sector.
What was Musk thinking? He’s hellbent on projecting bitterness and turmoil. He must be very bright and capable – he has done exceptionally well – but he seems unable to shake off his bad mood about how expensive Twitter is proving. He’s like a man who’s gone on holiday and realised he left the heating on at home. Despite being the second richest man in the world, he’s bitterly reflecting that the disabled employee he’s just sacked might have a bit of cash put by.
But that won’t work with Twitter. There’s no holiday at the end of it, so people have to like it for itself and not feel that it’s the small and struggling concern of the tech billionaire equivalent of Basil Fawlty. It needs to be run with an understanding of where its worth lies, as has always been the case with Amazon. From the start, that terrifying online juggernaut has operated with the clear vision that market share was more important than profit.
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