Twitter has been chasing the explosive growth dream for years. It's not going to happen for them. If I were in charge, my number one goal would be to change ex

Twitter has been chasing the explosive growth dream for years. It's not going to happen for them. If I were in charge, my number one goal would be to change expectations for shareholders and investors. Twitter has had all the rapid expansion it is going to have. From here on out, it needs to focus on retaining users and slow, steady growth. It needs to rebuild bridges with developers and become the platform it used to be. It needs to stop pretending that it can be a multi-billion user network and focus on serving the several hundred millions of people who care about it. I think a big part of the management thinking problem at twitter comes from the fact that they suffered repeated outages early on. They invested a lot in terms of people and infrastructure to make sure they they don't go down anymore. And it worked. We almost never see the fail whale anymore. I suspect that a lot of people inside twitter are sitting around in meetings saying, "Look, we're ready for 3 billion users. We built it for that. Where are the users?" And perhaps some other people are saying, "Look, if we carry this monetization scheme to 3 billion users, we would make x money. We have the infrastructure for it. Let's bring the people and make the money." The problem is that twitter's product just isn't that appealing to very many more people than they already have active. They hit the max of their growth potential very early in their time. Now it's time to serve the users they have the best they can. Twitter's number one problem is that they don't understand their market: it's not now and not ever going to explode to the level of facebook use. Fix #1: explain that clearly to all investors, stakeholders, employees. Fix #2: cut costs. There's no way it should cost as much as it does to run twitter. Fix #3: stop trying to be Facebook lite. Fix #4: repair your platform and relationships with developers. Developers will drive traffic to you and help you generate ad dollars.