In 2023, Elon pulled off the greatest comeback in history: After...
Baptiste@BaptisteVicini
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Feb 17, 2025
~3 min read
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In 2023, Elon pulled off the greatest comeback in history:
After critics destroyed his hostile Twitter takeover...
50% of sponsors quit. He lost $49 Billion in one month.
His response? Hire his # 1 critic as CEO.
Here's how he turned an enemy into his secret weapon:🧵
After critics destroyed his hostile Twitter takeover...
50% of sponsors quit. He lost $49 Billion in one month.
His response? Hire his # 1 critic as CEO.
Here's how he turned an enemy into his secret weapon:🧵
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The situation in early 2023 was dire.
Content moderation issues drove away major advertisers.
Twitter had lost 50% of its top advertisers in just months.
And they were taking billions in revenue with them.
Content moderation issues drove away major advertisers.
Twitter had lost 50% of its top advertisers in just months.
And they were taking billions in revenue with them.
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The core problem wasn't just technical:
While engineers focused on product changes, key relationships were dying.
Twitter needed someone who could speak Madison Avenue's language.
That's when Elon made the most unexpected move in tech:
While engineers focused on product changes, key relationships were dying.
Twitter needed someone who could speak Madison Avenue's language.
That's when Elon made the most unexpected move in tech:
1:55
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He hired Linda Yaccarino - NBC Universal's advertising chief.
Known as the "Velvet Hammer" on Madison Avenue, she had:
• Built a $13B ad business at NBC
• Deep relationships with major brands
• 20+ years of media experience
But there was a fascinating twist:
Known as the "Velvet Hammer" on Madison Avenue, she had:
• Built a $13B ad business at NBC
• Deep relationships with major brands
• 20+ years of media experience
But there was a fascinating twist:
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She was one of social media's biggest critics.
At NBC, she regularly attacked platforms like Twitter over brand safety.
She used those same concerns to keep advertisers on traditional media.
Now Elon wanted her to fix the platform she criticized.
Her reputation preceded her:
At NBC, she regularly attacked platforms like Twitter over brand safety.
She used those same concerns to keep advertisers on traditional media.
Now Elon wanted her to fix the platform she criticized.
Her reputation preceded her:
0:51
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She was the most connected ad executive on Madison Avenue.
When she spoke, CMOs listened.
But could she translate that influence to tech?
The partnership structure was clear:
When she spoke, CMOs listened.
But could she translate that influence to tech?
The partnership structure was clear:
1:02
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Elon would focus on product and engineering.
Linda would handle business and advertising.
Her first moves were unexpected:
Linda would handle business and advertising.
Her first moves were unexpected:
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Instead of rushing to win back advertisers, she went deep:
• Enhanced content monitoring systems
• Built new brand safety tools
• Created transparent ad placement tracking
• Established an advertiser advisory council
Her approach was methodical:
• Enhanced content monitoring systems
• Built new brand safety tools
• Created transparent ad placement tracking
• Established an advertiser advisory council
Her approach was methodical:
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She used her deep understanding of advertiser fears - because she used to amplify them.
She knew exactly what brands needed to feel safe - because she used to exploit their concerns.
The strategy started working:
She knew exactly what brands needed to feel safe - because she used to exploit their concerns.
The strategy started working:
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By late 2023, X was showing signs of recovery:
• Major brands started testing ads again
• New video partnerships emerged
• Premium subscriptions grew
• Ad targeting improved dramatically
But Linda wasn't done:
• Major brands started testing ads again
• New video partnerships emerged
• Premium subscriptions grew
• Ad targeting improved dramatically
But Linda wasn't done:
1:53
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She's transforming X's entire business model:
• Launched creator revenue sharing
• Built new video partnerships
• Integrated payment systems
• Created verification for organizations
The platform is becoming something entirely new.
• Launched creator revenue sharing
• Built new video partnerships
• Integrated payment systems
• Created verification for organizations
The platform is becoming something entirely new.
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Her vision is bigger than just fixing ads:
She's building X into a complete business platform.
A place where content, commerce, and communication merge.
Where traditional media meets digital innovation.
This transformation points to something bigger:
She's building X into a complete business platform.
A place where content, commerce, and communication merge.
Where traditional media meets digital innovation.
This transformation points to something bigger:
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Every platform is becoming an economic engine.
The future belongs to those who can connect and enable others.
This is where APIs become critical:
The next wave of digital transformation isn't about social media.
The future belongs to those who can connect and enable others.
This is where APIs become critical:
The next wave of digital transformation isn't about social media.
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It's about programmable infrastructure.
About connecting systems and automating processes.
About enabling new kinds of business models.
At apidays, we're at the forefront of this shift:
About connecting systems and automating processes.
About enabling new kinds of business models.
At apidays, we're at the forefront of this shift:
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We're teaching leaders to navigate the programmable future.
Showing how APIs transform business models.
Building bridges between old and new economies.
Because we believe knowledge is power:
Showing how APIs transform business models.
Building bridges between old and new economies.
Because we believe knowledge is power:
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That's why we've built a global community of 300K+ innovators.
Why we host the world's largest API conferences.
Why we're shaping the future of digital infrastructure.
Just like Linda saw the future of platforms...
Why we host the world's largest API conferences.
Why we're shaping the future of digital infrastructure.
Just like Linda saw the future of platforms...
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Smart leaders need to see where technology is heading.
The question isn't whether your business will be programmable.
It's whether you'll lead the transformation or follow it...
The question isn't whether your business will be programmable.
It's whether you'll lead the transformation or follow it...
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Want more on becoming the future of tech? ⏩
• Join our 300K+ community apidays.typeform.com/to/i1MPEW
• Follow for more on APIs, tech, and the future of AI.
• Repost for your network if you found it helpful! ♻️
The future's connected. 🌐
Become part of it...
• Join our 300K+ community apidays.typeform.com/to/i1MPEW
• Follow for more on APIs, tech, and the future of AI.
• Repost for your network if you found it helpful! ♻️
The future's connected. 🌐
Become part of it...
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I am Baptiste Parravicini:
• Tech entrepreneur & API visionary
• Co-founder of apidays, world's leading API conference
• Passionate about AI integration & tech for the greater good
Follow for insights on how APIs are connecting our future
Repost for your network 🔄:
• Tech entrepreneur & API visionary
• Co-founder of apidays, world's leading API conference
• Passionate about AI integration & tech for the greater good
Follow for insights on how APIs are connecting our future
Repost for your network 🔄:
Baptiste@BaptisteVicini
In 2023, Elon pulled off the greatest comeback in history:
After critics destroyed his hostile Twitter takeover...
50% of sponsors quit. He lost $49 Billion in one month.
His response? Hire his # 1 critic as CEO.
Here's how he turned an enemy into his secret weapon:🧵
After critics destroyed his hostile Twitter takeover...
50% of sponsors quit. He lost $49 Billion in one month.
His response? Hire his # 1 critic as CEO.
Here's how he turned an enemy into his secret weapon:🧵