Yesterday, Yaccarino printed a sequence of tweets, by which she outlined why she selected to return work for Twitter below new proprietor Elon Musk, and what is going to information her decision-making on the app.

And most of what Yaccarino shared is predictable cheerleading:

“Elon knew area exploration and electrical autos wanted transformation, so he did it. It’s additionally changing into clear that the worldwide city sq. wants transformation – to drive civilization ahead by means of the unfiltered change of data and open dialogue in regards to the issues that matter most to us. Have you ever ever been speaking with somebody notably insightful and thought, you need to have the liberty to talk your thoughts. All of us ought to. Enter Twitter 2.0.”

Yeah, that’s just about an Elon speaking level – and I don’t know that free speech was as contained as Musk and his contemporaries need to venture of their public statements.

However this has turn out to be a standard chorus, and a rallying name for Musk’s acolytes, so it’s no shock to see Yaccarino parrot the identical right here.

What precisely that can imply, in a enterprise context, is one other factor altogether, and it’ll be attention-grabbing to see how Yaccarino, specifically, is ready to steadiness this method together with her remit to draw extra advertisers to the app.

As a reminder, Twitter’s US advert income is down by virtually 60% this yr, as a consequence of many manufacturers opting out of Elon’s varied adjustments on the app. These have included bringing again beforehand banned customers, lessening removals of violative content material, placing elevated reliance on the person group for moderation, and permitting advertisements to be topic to viewers fact-checks by way of Neighborhood Notes.

A few of these could find yourself being optimistic steps, however at current, many manufacturers are hesitant, and it’s Yaccarino that’ll be tasked with offering extra reassurance on every ingredient.

“Twitter’s on a mission to turn out to be the world’s most correct real-time data supply and a worldwide city sq. for communication. That is not an empty promise. That’s OUR actuality. Whenever you begin by wrapping your arms round this highly effective imaginative and prescient, actually all the things is feasible.  You must genuinely imagine – and work onerous for that perception.”

Yeah, extra cheerleading, not overly insightful. ‘Wrapping your arms’ round a company idea is a selected spotlight.

“The success of Twitter 2.0 is all of our accountability.  We have to assume huge. We have to remodel. We have to do all of it collectively. Our first rules are questioning our assumptions and constructing one thing new from the bottom up. It’s uncommon to have the prospect to place a brand new future into the arms of each individual, companion, and creator on the planet.”

Once more, it’s actually a PR-style name to motion, suffering from bombastic platitudes, which is just about what you’ll anticipate from the incoming CEO of an organization. However it doesn’t actually present a number of perception into how Yaccarino will deal with Twitter’s key issues – although the observe about difficult assumptions is what’s seemingly been key in Musk’s conventional enterprise method.

When Musk took over Tesla, for instance, there have been a number of assumptions about what may and couldn’t be achieved with electrical autos, with batteries, specifically proving to be a stumbling level for a lot of previous makes an attempt on this area.

The belief was that batteries price a specific amount to make, and couldn’t be made cheaper, however Musk broke the method down, sought out new choices, in keeping with technological advances and progress, and located new methods to make it occur. That was a key turning level for the corporate, and that’s the identical method that Elon’s taken ever since, re-examining potential options to current issues, even when they’ve been tried many instances earlier than, and seeing if there is perhaps new methods to handle them, with the potential for discovering new alternatives.

That’s why he’s making an attempt out varied issues that Twitter’s examined prior to now, like creator subscriptions, Twitter Blue, unique video content material, and many others. Twitter’s tried, and primarily deserted every of those initiatives prior to now, which is why most analysts are skeptical of Musk’s makes an attempt – however Elon’s going to seek out out for himself whether or not these approaches can work, with a brand new perspective, versus simply taking everybody else’s phrase for it.

As a result of if a special approach will be discovered, that would clear up all of Twitter’s issues.

Twitter Blue, for instance, nonetheless hasn’t seen vital take up, regardless of Musk’s makes an attempt to make it a extra enticing package deal. But when Twitter could make it work, that’ll usher in extra money, whereas lowering Twitter’s reliance on advert {dollars}, and probably addressing lots of its bot and spam issues in a single answer.

If Twitter can enhance take-up, that will be perfect. However proof would counsel that it might probably’t – which, once more, is why exterior commentators are crucial of Musk’s strikes. It’s much less about ideological variations, a standard counter to Elon criticism, and extra about historic context and knowledge.

But when Elon can discover a method, as he has prior to now, it could possibly be a revolution, regardless of what historical past could counsel.

That’s an attention-grabbing level of context in Musk, and now Yaccarino’s method – that not all the things they do goes to work, however each experiment will give them extra context. And even when these exterior the corporate imagine that we’ve sufficient context already to desert a few of these approaches, Elon and Yaccarino are going to problem assumptions, and take a look at them anyway, with a view to re-building the app in keeping with these rules.

Is that even potential? As an out of doors analyst, I’m predictably skeptical, as you may anticipate. However that is the way in which for Twitter 2.0.