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the best learning comes from making conscious decisions. Each one of those steps creates a little idea in their head of what Twitter's about. So if you go back through the steps, tweet, follow, new sports entertainment, friends, that's actually a really good description of Twitter.
And so by redoing it this way, we really changed the trajectory of how many people stuck around Twitter.
And so this is the challenge of Twitter that we really didn't teach you the product at all. And we had a massive leaky bucket.
when you'd sign up for Twitter in those early days, it was a big search box and a green sign up now. And if you've ever searched on Twitter, it is such a horrible experience, even for like somewhat experienced users on Twitter, that you can imagine sending any new user down that rattle. We probably lost them forever.
I think a lot of our PR was backwards. So we'd have people talking about Twitter's this amazing place because I can get on Twitter and I can blast out all my thoughts and I can blast out all of my, you know, tweets and I'll get all these followers. And like for most users, that wasn't that relevant of an experience. For most users had a very different experience on Twitter, much more about listening, discovering interesting content that they wanted to see what was happening in their world. And s
And what I'll show you next is the newest homepage for Twitter that they just launched today that still echoes exactly that same theme because we got it so crisp and so clear.
And so from that, we actually came up with a company mission statement, our mission to instantly connect people everywhere to what's most meaningful for them. And once you have this kind of like clarifying statements, you can really design the whole product and design the entire communication back in order to do it.
We said, look, for anyone who wants to know what's happening in their world, they should use Twitter. So if you don't know what's happening in the world right now and you want a product that just tells you that, we wanted that product to be Twitter.
Ev Williams said, everybody signs up, nobody sticks around, help us fix that. And I started a little team there called user growth. 10 to 100 million users.
when I joined Twitter, it was about 80 people.