In November 2023, Disney tried to destroy X (Twitter). They pulled...
Fernando Cao@thefernandocz
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Feb 17, 2025
~3 min read
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In November 2023, Disney tried to destroy X (Twitter).
They pulled their ads and cost Elon $75M in revenue.
But instead of backing down...
Elon told their CEO to go f*** himself.
Here's the unbelievable story of how one decision cost Disney $200B:
They pulled their ads and cost Elon $75M in revenue.
But instead of backing down...
Elon told their CEO to go f*** himself.
Here's the unbelievable story of how one decision cost Disney $200B:
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November 2023.
Disney's CEO Bob Iger made a decision that would spark one of the most explosive corporate feuds in history:
He pulled all of Disney's ads from X (formerly Twitter).
What followed would reshape the future of media forever...
Disney's CEO Bob Iger made a decision that would spark one of the most explosive corporate feuds in history:
He pulled all of Disney's ads from X (formerly Twitter).
What followed would reshape the future of media forever...
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The official reason? Content moderation concerns.
But beneath the surface, a bigger battle was brewing:
The clash between traditional media control and digital freedom of speech.
Disney wasn't alone in their move:
But beneath the surface, a bigger battle was brewing:
The clash between traditional media control and digital freedom of speech.
Disney wasn't alone in their move:
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Apple, Coca-Cola, and Comcast joined the advertising exodus.
Musk's response? Refreshingly direct for a tech CEO:
He challenged Bob Iger publicly, questioning Disney's own content standards.
But beneath the surface, something bigger was happening:
Musk's response? Refreshingly direct for a tech CEO:
He challenged Bob Iger publicly, questioning Disney's own content standards.
But beneath the surface, something bigger was happening:
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X was facing a crucial moment.
90% of the platform's revenue came from advertising.
The boycott by major brands cost X an estimated $75 million in revenue.
But instead of backing down, Musk took a stand:
90% of the platform's revenue came from advertising.
The boycott by major brands cost X an estimated $75 million in revenue.
But instead of backing down, Musk took a stand:
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In the first half of 2023, X generated $1.48 billion in revenue.
That's a 40% drop compared to the same period in 2022.
At the DealBook Summit, Musk made his position clear:
"These advertisers are trying to blackmail me with money."
That's a 40% drop compared to the same period in 2022.
At the DealBook Summit, Musk made his position clear:
"These advertisers are trying to blackmail me with money."
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Then came the statement that would echo through Wall Street:
"If they kill the company, the whole world will know that those advertisers killed the company."
This wasn't just about revenue anymore.
It was about standing up for principles.
"If they kill the company, the whole world will know that those advertisers killed the company."
This wasn't just about revenue anymore.
It was about standing up for principles.
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While Disney remained silent, Musk spoke directly to his audience.
No PR spin. No corporate doublespeak.
Just raw, unfiltered communication with his followers.
Then the story took an unexpected turn:
No PR spin. No corporate doublespeak.
Just raw, unfiltered communication with his followers.
Then the story took an unexpected turn:
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Rumors of Musk potentially acquiring Disney started circulating.
Wall Street analysts scrambled to make sense of it.
But there was one major problem:
The numbers didn't add up.
Wall Street analysts scrambled to make sense of it.
But there was one major problem:
The numbers didn't add up.
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Disney's market cap was approximately $150 billion.
Musk had already invested heavily in Twitter at $44 billion.
And now X was facing an advertising challenge.
But the acquisition rumors revealed something deeper:
Musk had already invested heavily in Twitter at $44 billion.
And now X was facing an advertising challenge.
But the acquisition rumors revealed something deeper:
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This wasn't just about ads anymore.
It was innovation vs tradition.
Direct communication vs controlled narratives.
The future of media was at stake.
It was innovation vs tradition.
Direct communication vs controlled narratives.
The future of media was at stake.
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Then came a twist no one saw coming:
The Texas Attorney General launched an investigation into potential collusion among advertisers.
X filed a lawsuit against the World Federation of Advertisers, alleging a "systematic illegal boycott."
The implications would be massive...
The Texas Attorney General launched an investigation into potential collusion among advertisers.
X filed a lawsuit against the World Federation of Advertisers, alleging a "systematic illegal boycott."
The implications would be massive...
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The investigation raised unprecedented questions:
Could companies legally coordinate their ad spending to influence platform behavior?
Was the advertising boycott a legitimate business decision or illegal collusion?
But Musk had an ace up his sleeve:
Could companies legally coordinate their ad spending to influence platform behavior?
Was the advertising boycott a legitimate business decision or illegal collusion?
But Musk had an ace up his sleeve:
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This battle exposed something fascinating:
Traditional media thought they could control the narrative with ad dollars.
But Musk had something more valuable:
A personal brand so powerful, he didn't need to bend.
Traditional media thought they could control the narrative with ad dollars.
But Musk had something more valuable:
A personal brand so powerful, he didn't need to bend.
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Think about it:
Most CEOs would cave under advertiser pressure.
They'd compromise their vision for ad revenue.
But Musk? He stood firm on his principles.
Why could he do this?
Most CEOs would cave under advertiser pressure.
They'd compromise their vision for ad revenue.
But Musk? He stood firm on his principles.
Why could he do this?
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Because he'd built something more valuable than ad revenue:
Direct influence over millions of people.
His personal brand means he can:
• Launch products instantly
• Attract talent effortlessly
• Raise capital at will
All without depending on gatekeepers.
Direct influence over millions of people.
His personal brand means he can:
• Launch products instantly
• Attract talent effortlessly
• Raise capital at will
All without depending on gatekeepers.
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They'll have direct relationships with their audience.
Building in public. Creating trust at scale.
Ready to build the future?
The most powerful founders won't be controlled by advertisers, VCs, or media.
They'll have direct relationships with their audience.
Building in public. Creating trust at scale.
Ready to build the future?
0:39
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Thanks for reading! A bit about me:
2 years ago, I cofounded @ThoughtleadrX — a premium personal branding agency for world-class founders, executives, and investors to dominate socials.
If you enjoyed this, hit "follow" for more breakdowns!
2 years ago, I cofounded @ThoughtleadrX — a premium personal branding agency for world-class founders, executives, and investors to dominate socials.
If you enjoyed this, hit "follow" for more breakdowns!