In short - highlight what Twitter is really good at, which is delivering bits of fleeting information and working in commerce. The long version - ads are great

In short - highlight what Twitter is really good at, which is delivering bits of fleeting information and working in commerce. The long version - ads are great, but they cause a misalignment between the service users are happy with and the services necessary to monetize. In addition (not instead), id bring payments into the platform so goods can be discovered and purchased directly through the feed without the user having to leave the platform. This would require quite a few changes throughout, but when they all come together I believe it'll bring the platform much closer to a Facebook-like status, where users spend more time on the platform as opposed to it being a "starting point" to finding interesting links.