Esther Crawford was, until a few days ago, one of the executives of Twitter most visible of the era Elon Musk. She is now one of the most recent victims.
When the mogul bought Twitter for $44 billion in October of last year, one of the first decisions he made was to fire half of the company’s employees, an action that had multiple repercussions (including rehiring some three days later when they realized the company couldn’t keep going without them).
Elon Musk took the reins of the company and asked the employees who had remained to commit themselves to the cause, that is, to move Twitter forward in a very negative context, with the massive drop in the company’s billing due to the investment brake that Musk’s presence generated among advertisers. He even went so far as to put beds in the company’s offices, to encourage employees to sleep there to work more.
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One employee who turned that suggestion into action was Esther Crawford, who tweeted a photo of herself sleeping on the office floor, and it quickly went viral. “When your team is working hard to meet deadlines, sometimes you have to sleep where you work,” said the executive; Musk’s detractors took her decision as proof of the poor working conditions and the unprecedented effort to which she takes her employees.
Crawford was one of those in charge of announcing the changes in Twitter Bluethe platform’s subscription system, but it will no longer do so: This week the company was fired, along with two hundred employees, 10% of the workforce that remains after several restructurings in four months.
Crawford defends position
On Twitter, Crawford confirmed the company’s decision and defended his position: “The worst reading you could make seeing me go all-in on Twitter 2.0 is that my optimism or hard work was a mistake. Those who jeer and jeer are necessarily on the sidelines and not on the battlefield. I am deeply proud of my team for being able to build through all the noise and chaos.”
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He later added, addressing the comments his firing sparked: “If you can’t stand having everything thrown at you publicly, make sure you avoid taking risks and stay away from leadership roles. Don’t build or change anything. Stay small and invisible and, above all, silent and fearing what others think.
The dismissal of the executive is one more example of the turbulent moment that Twitter is experiencing, which is facing million-dollar debts and the collapse of its billing. Elon Musk has already said that he is looking for someone to take over the management of the company, while he returns to focus on his other companies, such as Tesla o SpaceX.
*The Grupo de Diarios América (GDA), to which EL UNIVERSAL belongs, is a leading media network founded in 1991, which promotes democratic values, the independent press and freedom of expression in Latin America through quality journalism for our hearings.
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