Why Elon Musk’s Quest to Revive Twitter Is Likely to Fail

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Why Elon Musk’s Quest to Revive Twitter Is Likely to Fail
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Elon Musk is treating Twitter like a startup. The thing about startups is, most of them fail.

Musk’s strategy at Twitter might work at a startup, but Twitter is a mature company in an extremely competitive market, with little prospects for growthNov. 5, 2022 12:00 am ETAt Twitter, as is typical at tech startups, Mr. Musk is making or has promised to.

This makes a lot of sense when a company is small and burning investor cash. Few operators in tech are as familiar with this well-worn playbook as Mr. Musk, who is almost unrivaled among entrepreneurs in the total market value of all the companies he has helmed or helped found—including SpaceX, Tesla and PayPal.

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