Company profile
- Industry
- Social media
- Founded
- 2006
- Headquarters
- San Francisco, United States
- Ownership
- Privately held
Profiles are auto-generated and infrequently updated.
Decisions on record
2 verified Decision Records on X (Twitter), and the casebook each one belongs to.
| Fork date | Decision type | What X (Twitter) chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2020 | Founder Doctrine | Settle and keep Dorsey | The board unanimously approved the $44 billion sale to Elon Musk and Dorsey exited the board (2022-04) | Read the story → | Founder Doctrine Casebook → |
| 2022 | The Pricing Lens | Sell verification checkmark | Eli Lilly pulled its advertising after a fake verified account announced insulin was free (2022-11) | Read the story → | The Pricing Lens Casebook → |
Run one of these yourself
The decisions X (Twitter) faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
People & ControlThe Founder ControlWhat does holding control cost you, and what must it be worth?See the pack →Business ModelThe Pricing Model ChangeWhat does changing how you charge cost before it starts paying?See the pack →Decision ForksThe ReversalsWhen do you reverse a position, and what does a year of waiting cost?See the pack →
The analyses
The Founder Doctrine · People & Control
Musk Closed the Twitter Deal at the Full $54.20 — Days Before His Own Deposition
The $44B Twitter deal is told as a visionary founder's gambit. It was the opposite: a no-exit contract signed at a weed-joke price, a failed escape attempt, and a forced close days before Musk's own deposition — at full $54.20 per share.
8 min
The Founder Doctrine · People & Control
Musk Tried to Escape His Own $44 Billion Twitter Offer, Lost in Court, and Closed at $54.20
The story is a founder rescuing free speech for $44 billion. The record is a buyer who tried to escape his own offer, lost in court, and closed at $54.20 — then watched ad revenue halve and more than half the value vanish.
8 min
Founder Doctrine · People & Control
Twitter's board gave Dorsey a growth target and 20 months later sold to Musk instead
In March 2020, a roughly 4% stake let Elliott nearly oust Jack Dorsey. The settlement kept him — with a 20%-mDAU-growth ambition attached. He didn't hit it, resigned within twenty months, and the company Elliott wanted fixed was sold to Elon Musk for $44 billion.
7 min
The Pricing Play · Business Model
Twitter Sold Its Only Free Trust Signal for $7.99 a Month. The Trust Didn't Come Back.
Everyone remembers the '$8 checkmark.' The real story is a price negotiated in public — floated at $19.99, walked back to $7.99 after a Stephen King tweet — that commoditized the one asset Twitter gave away. By 2026, X Premium still reaches under 1% of users.
8 min
The Reversal · Decision Forks
Elon Musk Reversed Himself All the Way to Owning Twitter. Then He Kept Reversing.
Musk tried to terminate the $44B Twitter deal in July 2022, got sued, and closed under legal compulsion in October. Every move since fits the same pattern - reactive U-turns dressed up as vision, while global ad revenue fell 46% from $4.5B to $2.2B.
7 min
The Fall · Crisis & Reinvention
X Collapsed Under $13 Billion in Debt Loaded Onto a Business Already Losing $221 Million
The story is that a healthy Twitter was wrecked by one chaotic owner. The truth: a business that lost $221 million in its last full year was bought at a 38% premium with $13 billion in debt — then had its only revenue engine, advertiser trust, deliberately set on fire.
8 min