No Mercy No Malice

Fixing Twitter’s Broken Business Model

The social media giant’s toxicity and subpar financial results are one and the same problem

Scott Galloway
Marker
Published in
6 min readFeb 8, 2021

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Every day, 187 million people open Twitter for news, entertainment, and a social connection. It is the real-time global communications network that sci-fi novelists envisioned. It is also a catalyst for conspiracy theories, a forum for hate speech, and a surprisingly lousy business.

In last week’s issue of New York magazine (February 1, 2021), I make the case that Twitter’s toxicity and subpar financial results are one and the same problem, amenable to one and the same solution. Fixing Twitter starts at the top — replacing an absentee CEO — and from there, changing the company’s business model. The potential rewards are worth it, both economically and socially.

The capitalist case

Since its IPO in 2013, Twitter has underperformed the market, growing its share price at just 2% per year. For years, I’ve advocated for a change in Twitter’s business model for both the good of the commonwealth and benefit to shareholders (Disclosure: shareholder). The need for this change is greater than ever.

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Marker
Marker

Published in Marker

Marker was a publication from Medium about the intersection of business, economics, and culture. Currently inactive and not taking submissions.

Scott Galloway
Scott Galloway

Written by Scott Galloway

Prof Marketing, NYU Stern • Host, CNN+ • Pivot, Prof G Podcasts • Bestselling author, The Four, The Algebra of Happiness, Post Corona • profgalloway.com