Yesterday, Yaccarino revealed a sequence of tweets, during which she outlined why she selected to come back work for Twitter beneath new proprietor Elon Musk, and what’s going to information her decision-making on the app.

And most of what Yaccarino shared is predictable cheerleading:

“Elon knew area exploration and electrical automobiles 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 knowledge and open dialogue concerning the issues that matter most to us. Have you ever ever been speaking with somebody notably insightful and thought, it’s best 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 challenge of their public statements.

However this has turn into 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 strategy along with her remit to draw extra advertisers to the app.

As a reminder, Twitter’s US advert income is down by nearly 60% this yr, on account of many manufacturers opting out of Elon’s numerous modifications on the app. These have included bringing again beforehand banned customers, lessening removals of violative content material, placing elevated reliance on the consumer neighborhood for moderation, and permitting adverts to be topic to viewers fact-checks through Neighborhood Notes.

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

“Twitter’s on a mission to turn into 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. Once you begin by wrapping your arms round this highly effective imaginative and prescient, actually every thing is feasible.  It’s a must to genuinely consider – and work laborious for that perception.”

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

“The success of Twitter 2.0 is all of our duty.  We have to assume massive. 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 possibility to place a brand new future into the palms of each particular person, accomplice, and creator on the planet.”

Once more, it’s actually a PR-style name to motion, affected by bombastic platitudes, which is just about what you’d anticipate from the incoming CEO of an organization. But it surely doesn’t actually present numerous perception into how Yaccarino will deal with Twitter’s key issues – although the be aware about difficult assumptions is what’s seemingly been key in Musk’s conventional enterprise strategy.

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

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, consistent 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 strategy that Elon’s taken ever since, re-examining potential options to present issues, even when they’ve been tried many instances earlier than, and seeing if there is perhaps new methods to handle them, with the opportunity of discovering new alternatives.

That’s why he’s making an attempt out numerous issues that Twitter’s examined prior to now, like creator subscriptions, Twitter Blue, unique video content material, and many others. Twitter’s tried, and basically deserted every of those tasks 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 could be discovered, that might resolve all of Twitter’s issues.

Twitter Blue, for instance, nonetheless hasn’t seen important take up, regardless of Musk’s makes an attempt to make it a extra engaging package deal. But when Twitter could make it work, that’ll herald more cash, 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 increase take-up, that will be excellent. However proof would counsel that it could’t – which, once more, is why exterior commentators are vital of Musk’s strikes. It’s much less about ideological variations, a standard counter to Elon criticism, and extra about historic context and information.

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

That’s an attention-grabbing level of context in Musk, and now Yaccarino’s strategy – that not every thing they do goes to work, however each experiment will give them extra context. And even when these exterior the corporate consider that we’ve got sufficient context already to desert a few of these approaches, Elon and Yaccarino are going to problem assumptions, and check them anyway, with a view to re-building the app consistent 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.