Linda Yaccarino, Twitter’s new CEO, has officially arrived.
She released her first email to staff on Monday, headlined “Building Twitter 2.0 Together,” in which she reiterated her boss Elon Musk’s declared desire for the firm to be the “global town square.”
“Elon knew these industries needed transformation, so he did it,” she wrote. “From space exploration to electric vehicles, Elon knew these industries needed transformation, so he did it.” “Recently, it has become clear that the global town square requires transformation—to propel civilization forward through the unfiltered exchange of information and open dialogue about the issues that are most important to us.”
Yaccarino has extensive experience in the advertising industry, having previously headed worldwide ad sales for NBCUniversal. Musk has stated that he will continue to oversee Twitter’s product and technical teams, while she will be in charge of everything else.
Her major objective will be to restructure Twitter’s ad business, which has been in disarray since Musk took over. It’s not going to be easy. According to the tone of her note today, she seemed to be up for the challenge.
Read Linda’s first email to the employees below:
Building Twitter 2.0 Together
Hello Twitter!
People keep asking me: Why Twitter? So, I’ll tell you.
From space exploration to electric vehicles, Elon knew these industries needed transformation, so he did it. More recently it has become increasingly clear that the global town square needs transformation—to drive civilization forward through the unfiltered exchange of information and open dialogue about the things that matter most to us.
Have you ever been talking with someone particularly insightful and thought, You’re brilliant—everybody should get the chance to hear this. Or, I’m learning so much from you—can we do this again? Or maybe it’s as simple as, You should have the freedom to speak your mind. We all should.
Enter Twitter 2.0.
Twitter is on a mission to become the world’s most accurate real-time information source and a global town square for communication. We’re on the precipice of making history—and that’s not an empty promise. That’s OUR reality.
When you start by wrapping your arms around this powerful vision, literally everything is possible. You have to genuinely believe—and work hard for that belief. And in this moment of complete reinvention, we have the opportunity to reach across aisles, create new partnerships, celebrate new voices, and build something together that can change the world. And from what I can tell so far, you’re built for this.
The success of Twitter 2.0 is all of our responsibility.
We need to think big.
We need to transform.
We need to do it all together.
And we can do it all by starting from first principles – questioning our assumptions and building something new from the ground up. It’s rare to have the chance to put a new future into the hands of every person, partner, and creator on the planet.
That’s exactly why I’m here – with all of YOU.
So, let’s dig our heels in (4 inches or flat!) and build Twitter 2.0 together.
Linda
