![]() ![]() Right now, Musk is making big promises about what the future of Twitter will look like to entice people to the platform: amazing video tools, 4,000-character-count tweets, a suite of premium features, an end to annoying bots. This chaotic management stands in contrast to the goals that Musk claims his companies are capable of achieving. A judge ruled in 2021 that Tesla had to pay $137 million to a Black man who was subjected to racist taunts while working as an elevator operator at the company's factory in Fremont, California. And of course, there's the racism that Musk refused to do anything about. Tesla has for years been castigated for safety violations at its factories, and has already been hit with lawsuits for its treatment of construction workers at its new Texas plant. Tesla factory workers have been intimidated by the company for trying to unionize, and as part of the union push, workers at its California factory said in 2017 they were underpaid compared to their unionized autoworker peers. SpaceX agreed to pay employees $4 million in 2016 as part of a settlement after they sued the company for failing to provide work breaks and adequate wages. Tesla and SpaceX are known for their grueling workplace culture. The lack of respect for his employees is galling, but across all of his business ventures, Musk has proven himself to be a miserable boss. ![]() The stories coming from the company's San Francisco headquarters are certainly ugly: thousands of workers fired days before Thanksgiving, brutal working schedules that have pushed the remaining employees to sleep in the office, and a general culture of fear and mistrust. Take his callous treatment of Twitter's employees. Musk's Twitter takeover has led to a lot of shocked pearl-clutching, but if you've been paying attention to his businesses at all over the past decade, the brutal slash-and-burn approach he's taken is unsurprising. And without a big, world-changing promise to paper over his sophomoric product ideas and erratic management, Musk's Twitter takeover is doomed. And Twitter's employees have options: They can leave and work for companies that treat them much better than Musk ever would.īut perhaps most importantly, a lot of people think Twitter - and Musk's ownership of the company - is part of a global media problem, rather than some grand solution. The government is more likely to put the clamps on Twitter than give it some windfall contract. Twitter is the antithesis of an "Elon Musk company." It's an influential but small player in a field that is dominated by giant, well-funded competitors. Underpay, undervalue, and overwork your employees. Raise money from a fervent group of true believers and keep them on the hook with flashy, half-baked product ideas. Claim that your new company will solve a massive, global problem or achieve a seemingly impossible goal. Here's the Musk playbook: Enter a field with very little competition. It's one that will take the social-media company down in flames. Unfortunately for him, it is not a model that can turn Twitter into a profitable company. It often indicates a user profile.Įlon Musk has a pretty tried-and-true playbook for doing business - he's used it for years to build companies from Tesla to SpaceX. Account icon An icon in the shape of a person's head and shoulders. ![]()
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