This is the reason Jack Dorsey's return was doomed to failure. He was half-time and didn't take control like a general commanding troops must. He was the Execu

This is the reason Jack Dorsey's return was doomed to failure. He was half-time and didn't take control like a general commanding troops must. He was the Executive Officer but he was not a Chief Executive Officer. For someone in this position, the natural human incentive is to build consensus and avoid ruffling feathers. An employee revolt could have gotten him fired. He had to worry what people thought. Steve Job's return to Apple was dominating. He absolutely worked more than anyone else and ran circles around anyone trying to get in his way. And he fired people and replaced the board with friends. Things people would have faulted him for had he not had time to see his plans through. But..even if he had gone full-time and led a successful coup, he probably would have still failed. Twitter was truly an accident and so no one really knows what it is.