Hatching Twitter: The Untold Story of Its Origins, Power Struggles, and Global Rise

Before Twitter became the world's real-time heartbeat—used by presidents, protestors, and pop stars—it was a scrappy side project born from the ashes of a failed podcast startup. What followed was a whirlwind of hacked-together code, founder feuds, user-led innovation, and cultural lightning strikes no roadmap could predict.

Hatching Twitter is not just a startup origin story—it’s a raw, riveting look into how a simple idea collided with ambition, ego, and global events to create a platform that reshaped the internet. From the first 140-character status update to the chaos of leadership coups and the unintended rise of a digital public square, this is a cautionary tale and a masterclass in how products evolve—not by vision alone, but by conflict, culture, and timing.

Whether you're a product builder, founder, or just fascinated by Silicon Valley drama, the Twitter story has something for you. Buckle up.

Part One: Twitter’s inception

Twitter didn’t start with a grand vision to change the world—it started with a collapsing podcast company, a hallway conversation, and a quirky idea about sharing status updates via text message. In the ruins of Odeo, a group of misfits—Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams—cobbled together a prototype in just two weeks.

This chapter explores how Twitter’s DNA was shaped from day one: the scrappy engineering that prioritized speed over scale, the accidental brilliance of the 140-character limit, the naming debates that gave us “twttr,” and the fragile alliances that planted the seeds of future betrayals. It’s not a story of perfect product planning—it’s a story of improvisation, intuition, and just enough belief to hit send on that first tweet.

“just setting up my twttr.”
The rest? History in 140 characters or less.

🧠 1. The Collapse of Odeo – The Incubator Stage

• Odeo, the company from which Twitter was born, started as a podcasting platform led by Evan Williams and Noah Glass.
• In October 2005, Apple announced it was adding podcasts to iTunes, effectively obliterating Odeo’s business model.

“In that brief moment podcasting… had become a simple add-on for Apple. Ev had known almost immediately that this was a fatal blow for Odeo.”

• Amid internal chaos and power struggles, Ev considered shutting down the company. But Noah, desperate to pivot, began pushing team members for new ideas.

💡 2. Jack Dorsey’s “Status” Idea – The Spark

• Jack Dorsey was an engineer at Odeo with a fascination for real-time dispatch systems and social presence.
• In a conversation with Noah, he articulated a concept:

“Jack listed a few items he liked… then he mentioned his ‘status’ concept.”

• His idea: a simple SMS-based service where users could broadcast short updates to friends. This was inspired by LiveJournal, AIM statuses, and his dispatching background.

🛠 3. Building “Twttr” – From Concept to Prototype

• The team rapidly built a prototype over a couple of weeks, combining:
  • Jack’s concept of transient, one-at-a-time statuses
  • Ev and Biz’s insistence on stream-based updates (like blogs)
  • Noah’s idea to add timestamps and a social angle
  • The name “twttr,” coined by Noah, was inspired by SMS aesthetics and Flickr
• On March 21, 2006 at 11:50 A.M., Jack sent the first tweet:

“just setting up my twttr”

• This was quickly followed by tweets from Biz, Noah, and other Odeo employees:

“Jack: Nice! Update yours. I’m following
Biz: Hey, that makes me think of a good tagline for twitter ‘do you follow me?’”

📱 4. Product Principles & Early Design

• The 140-character limit was rooted in SMS constraints (160 characters, with 20 reserved for usernames).
• Jack initially proposed a system where only one status update would be visible per user, but Ev argued for a chronological stream.

“Ev had argued that like blogs, status updates should be in a stream format, showing up chronologically.”

• The first UI was minimalist: “What’s your status?” and a simple text box.

🧬 5. Team Dynamics and Credit Tensions

• Each cofounder contributed:
  • Jack: the core status idea and engineering
  • Noah: naming, team energy, social framing, humanization
  • Ev: funding, infrastructure, product rigor
  • Biz: culture and communication
• However, as Twitter evolved, internal tensions about vision, control, and recognition began to brew.

“Jack’s concept… Ev’s and Biz’s suggestion… Noah adding timestamps, coming up with the name… and finally, friendships… all percolated out of Odeo.”

🧩 Summary of Product Inception

Part Two: Early Product-Market Fit

In the early days, even the founders didn’t fully understand what Twitter was. Was it a social network? A microblog? A group texting tool? The product lacked definition—but it didn’t matter. Users picked it up and defined it for themselves.

From the spontaneous explosion at SXSW 2007 to the emergence of user-created features like @replies and #hashtags, Twitter’s product-market fit wasn’t engineered—it was discovered. Celebrities turned it into a broadcasting tool. Activists turned it into a lifeline. And users turned it into a new language of expression, one tweet at a time.

This chapter dives into how organic behavior, cultural momentum, and real-world events validated the product far before the company had any strategy. Twitter didn’t need a marketing team—it had the crowd, the moment, and the message.

🚀 1. SXSW 2007: The Breakout Moment

• Before SXSW, Twitter was still a niche tool. But during the festival in Austin, it became the unofficial communication tool among attendees.
• The platform’s SMS-based design allowed users to share and receive updates from any phone—not just smartphones (which hadn’t launched yet).
• Attendees started using it to discover parties, after-events, and meetups in real time. As one observer said:

“Everyone here is on Twitter… I’d never text all the people I’m texting now… but it’s a really seamless way to text groups and individuals at the same time”.

• The tool became a social decoder ring for the event, driving viral adoption:

“Like clones, people would look down at their tiny two-inch screens, read a tweet about a new party, then one by one grab their coats and trickle out of the bar”.

📈 2. Usage Explodes Despite Technical Failures

• Twitter suffered constant outages during growth phases, spawning the infamous “Fail Whale” image.
• Instead of turning users away, these failures oddly fueled curiosity:

“If everyone else is signing up and breaking it, then surely I should see what this thing is about”.

• Adoption was doubling every two weeks, even though engineers were overwhelmed and the product often crashed.

💬 3. User-Invented Features: @Replies and Hashtags

• @mentions originated from user behavior: people used the @ symbol to reply to others, inspired by programming syntax.
  • First used by Apple designer Robert Andersen in 2006.
  • Eventually formalized into the UI by Twitter engineers due to its popularity.
• #hashtags were proposed by designer Chris Messina, despite being rejected internally:

“Hashtags are for nerds,” said Biz. Ev added they were “too harsh and no one is ever going to understand them”.

• Nonetheless, the community adopted hashtags to organize live conversations—especially around events like wildfires, conferences, and protests.

📺 4. Oprah, Kutcher & the Mainstream Tsunami

• 2009 marked a turning point as celebrities like Ashton Kutcher raced CNN to reach 1 million followers.
• Oprah featured Twitter on her show, sending her first tweet (with some behind-the-scenes help from Ev).
• Within 24 hours, Twitter saw its biggest user spike ever—nearly half a million new users.
• The moment was surreal for the team:

“What the hell is happening?” Ev said, watching CNN tell millions to follow them on Twitter.

🌍 5. Global Impact & the Iran Election

• During the 2009 Iranian presidential protests, Twitter became a lifeline for activists bypassing state censorship.
• Hashtags like #iranelection trended globally as citizens shared videos and updates.
• Even the U.S. State Department asked Twitter to delay maintenance to avoid cutting off activists during critical protest hours.
• This turned Twitter from “status app” into a geopolitical communications tool.

🧠 6. Product-Market Fit Summary

Key Quote

“We don’t know who the good guys are or who the bad guys are... But it doesn’t matter. Twitter is how the world is watching.” – Biz, deciding to delay site maintenance during the Iran protests

Part Three: Product Evolution

Twitter didn’t grow with a clear product roadmap—it stumbled forward, pulled in different directions by its founders, its users, and the world. From Jack Dorsey’s vision of minimalist status updates to Evan Williams’ push for a richer, more blog-like stream, Twitter’s product identity was in constant flux.

Inside the company, debates raged over everything from what question to ask users (“What are you doing?” vs. “What’s happening?”), to whether hashtags were too nerdy, to whether retweets should even be a thing. Meanwhile, users kept innovating from the outside—turning Twitter into a tool for events, movements, and media in real time.

This chapter explores how Twitter’s product evolved not through strategy, but through creative tension, reactive decision-making, and unexpected user behavior. In a startup where no one could quite agree on what they were building, the world made the call—and the product followed.

🔄 1. From “Status Updates” to Real-Time News Platform

• Original Prompt: Twitter began by asking users “What are you doing?”—a reflection of Jack Dorsey's vision of personal broadcasting.
• Ev’s Reframing: Evan Williams believed the better framing was “What’s happening?”—a shift that would give Twitter broader contextual relevance and transform it into an event-driven news feed.

“Ev had finally changed the question… from Jack’s ‘What are you doing?’ to ‘What’s happening?’ which he believed gave Twitter more of a bloglike feel”.

• This tension underscored a deeper product identity conflict: Was Twitter about ego/status (Jack), or shared experience and news (Ev)?

🧩 2. User-Led Feature Evolution

• Many iconic Twitter features came not from the team but from users:
  • @Replies: Originated in 2006 by users like Robert Andersen, later formalized by engineers.
  • #Hashtags: Pioneered by Chris Messina and rejected internally at first—Biz called them “for nerds”.
  • Retweets: Emerged as a manual convention (“RT @user”) before being productized later.

“It didn’t matter what Ev, Biz, or anyone else thought… people continued to use hashtags to organize everything… group chats, conferences, news events”.

These examples highlight that Twitter’s product roadmap was often reactive, shaped by external forces more than internal strategy.

🧠 3. Vision Drift and Strategic Ambiguity

• Internally, the product team struggled with lack of direction:
  • Jack and Ev clashed on core product philosophy.
  • Twitter’s value proposition shifted constantly—from SMS update tool, to blogging platform, to news wire, to social network.

“We have no direction at Twitter, and I don’t know where the company is going,” VP of Engineering Mike Abbott told Jack in 2010.

• This culminated in a coup: Jack leveraged internal discontent to push Ev out and return to power as Executive Chairman leading product.

🖥 4. Infrastructure Overhaul & Growing Pains

• Twitter’s early stack wasn’t built for scale—causing years of Fail Whale moments.
• Engineers were so focused on survival that they stripped features instead of building new ones.
• Eventually, a full backend rebuild was initiated under new leadership to make the product stable.

“Twitter had been born broken” and was “on life support… waking up engineers with a thousand text messages”.

🎩 5. The “Twitter 1.0” Moment & Jack’s Return

• When Jack returned in 2011, he rebranded the product as incomplete before him.

“We’re calling this Twitter 1.0… It was a beta and incomplete,” Jack declared at an all-hands, disparaging years of work done without him.

• He styled himself after Steve Jobs: wore a uniform, quoted Jobs in speeches, and began calling himself Twitter’s “editor” instead of CEO.
• Internally, some employees felt alienated by the PR-driven revisionism and glorification of Jack.

🧭 6. Defining the Product by Usage, Not Vision

• Twitter’s true product identity emerged through external events, not internal planning:
  • Earthquakes → real-time reporting
  • Iran election → activism platform
  • Celebrity races → fan engagement tool
  • Political protests → global microphone

“Give a man a box and 140 characters, and he will adapt it to fight an oppressive dictatorship” – Biz Stone, during Iran Revolution reflection.

🔍 Summary of Twitter’s Product Evolution

Part Four: Constraints & Challenges

Behind Twitter’s explosive growth was a fragile foundation—duct-taped code, unreliable servers, and a team sprinting to keep the product from collapsing under its own popularity. The “Fail Whale” wasn’t just a meme; it was a symptom of a platform built in haste and scaled without structure.

As Twitter became a global phenomenon, its internal reality was far messier: engineering burnout, leadership dysfunction, no clear product direction, and zero revenue. While users flocked to the service to share breaking news and celebrity updates, employees were overwhelmed by text alerts warning of yet another crash.

This chapter uncovers the underbelly of Twitter’s rise—the cost of viral success without technical readiness, the dangers of unclear leadership, and the toll of shipping a product faster than it could be understood or stabilized. It’s a vivid look at how growth without grounding can turn triumph into daily survival.

🧨 1. Technical Debt from a Hacked-Together Prototype

• Twitter’s codebase was built in two weeks using Ruby on Rails and was never designed for scale.
• Ev later described it as if someone had tried to build a skyscraper out of “cardboard, glue, and tape” instead of steel and concrete.
• Everything was brittle: timelines failed, servers crashed, accounts disappeared.

“Twitter had been built as a small rowboat… now used to carry the same number of passengers as a cruise ship across an ocean”.

🐳 2. The Fail Whale and Daily Outages

• The site’s iconic “Fail Whale”—a cartoon of a whale being lifted by birds—became a symbol of Twitter’s unreliability.
• Daily or even hourly crashes were common. Engineering fixes became a whack-a-mole game.
• A patch was built to alert engineers by text when the site went down. It backfired:

“The problems were so severe… Jeremy and Blaine woke up to more than a thousand text messages from Twitter servers complaining about a problem”.

• Despite the chaos, users kept coming:

“The slowness is being caused by massive popularity,” Biz wrote in a blog post titled “The Tortoise and the Twitter”.

😓 3. Engineering and Organizational Burnout

• Engineers worked around the clock, often sleeping at their desks or on couches.

“Jeremy’s wife would find him drooling on the couch with his laptop glowing”.

• Developers were pulled away from core fixes to handle third-party app integrations, media demands, and celebrity visits (e.g., MC Hammer and Blink-182 just showed up).

🌀 4. No Unified Product Vision

• The team couldn’t explain what Twitter was:

“It’s a social network.” “It’s microblogging.” “It’s status updates.” “It’s the new email.”.

• New users were confused, leading to frustrated first tweets like:

“What the fuck is this thing?” and “Twitter is stupid.”

• Leadership was split: Jack wanted real-time status broadcasting, while Ev pushed for mini-blogging and shared experience.

🪓 5. Internal Chaos & Dysfunctional Leadership

• Twitter lacked structure; employees built random features instead of fixing core problems.
• Political power struggles erupted:
  • Jack fired core engineer Blaine while he was on vacation—resulting in worsening technical instability.
  • Tension between Jack and Ev made decision-making nearly impossible.

🔒 6. Security Threats & Global Pressure

• As Twitter became critical in geopolitics (e.g., Iran protests), it became a target for hackers and state actors.
• Even as heads of state visited the HQ (like Russia’s President Medvedev), the site would crash during their visit.

💸 7. Investor Pressure Despite Zero Revenue

• In the midst of all this, Twitter had no business model.
• Yet VCs were fighting to invest:

“Revenue = $0,” the pitch deck said, but the company still closed an $80M round.

• Investor expectations collided with the harsh operational realities inside the company.

🧠 Summary of Twitter’s Product Constraints

Part Five: External Catalysts

Twitter didn’t go viral because of a growth hack—it exploded because the world started using it in ways no one expected. A tweet on Oprah’s show, a race between Ashton Kutcher and CNN, and a revolution in the streets of Tehran did more to define Twitter than any feature or strategy meeting ever could.

These cultural flashpoints turned Twitter from a quirky side project into a global force. Suddenly, it wasn’t just a tech product—it was a stage for celebrities, a battlefield for activists, and a real-time wire service for the planet. Twitter wasn’t guiding the narrative—it was being swept up in it.

This chapter explores the catalytic events that shaped Twitter’s identity from the outside in. It’s a reminder that sometimes, your most powerful growth lever isn’t a feature—it’s timing, relevance, and being in the right place when history needs a microphone.

🎤 1. Oprah’s First Tweet & the Celebrity Wave

• On April 17, 2009, Oprah Winfrey tweeted live on air to her audience of over 7 million viewers.
• Oprah’s show created the largest signup spike in Twitter’s history at the time—nearly half a million users in 24 hours.
• Twitter even built a dedicated Oprah server to prevent a crash during the live broadcast.
• This marked Twitter’s entry into mainstream American culture.

The moment was planned down to the colored-sticker keyboard she was told to use—but she still accidentally erased her tweet. Ev quickly stepped in and retyped:

"HI TWITTERS. THANK YOU FOR A WARM WELCOME. FEELING REALLY 21ST CENTURY."

🥂 2. Kutcher vs. CNN: The One-Million Follower Race

• Actor Ashton Kutcher challenged CNN to see who could be the first to reach one million Twitter followers.
• The race became a viral phenomenon:
  • Kutcher live-streamed the countdown from his home.
  • Celebs like P. Diddy and Demi Moore joined the hype.
  • CNN anchor Anderson Cooper begged viewers to follow CNN live on-air.
• Twitter usage exploded again—this positioned Twitter as a celebrity-driven content platform.

Kutcher won and declared:

"One person’s voice can be as powerful as a media network. That is the power of the social Web."

🌍 3. Iran’s Green Revolution – A Global Turning Point

• During the 2009 Iranian presidential election, citizens used Twitter to organize and broadcast their dissent after claims of election fraud.
• The government cut off communications, but tech-savvy youth used VPNs and workarounds to stay online.
• Hashtags like #iranelection and #stopAhmadi trended globally. Twitter became the only real-time feed out of the country.

“It was as if someone had pulled the end of a hanging thread… Twitter streams looked like the Chicago River on St. Patrick’s Day.”

• Even the U.S. State Department intervened:
  • Jared Cohen (State Dept. official) emailed Jack Dorsey to delay a scheduled maintenance outage, saying it could change the outcome of events.
  • Twitter complied and rescheduled it, citing its role in "helping Iranians communicate".

Secretary of State Hillary Clinton later told Cohen:

“This is great. This is exactly what we should be doing.”

⚡ 4. Natural Disasters & Real-Time Relevance

• This incident shifted Twitter from “What are you doing?” to “What’s happening?”, reinforcing its role as a live reporting tool.

In August 2006, a small earthquake in California served as one of the first use cases where Twitter users realized its real-time power:

“Did anyone just feel that earthquake?” triggered an instant wave of replies before news outlets reacted.

🧠 Summary of External Catalysts

Part Six: Leadership Impact on Product

At Twitter, the product wasn’t just shaped by code and users—it was shaped by who held the CEO seat, and what they believed Twitter should be. Each leadership handoff brought not just new priorities, but a new identity for the product itself. Jack Dorsey imagined a minimalist communication tool. Evan Williams wanted a democratizing media platform. Dick Costolo brought operational rigor and monetization—but not necessarily product soul.

Their conflicting visions led to pivots, paralysis, and political infighting that often stalled more than they built. Features were debated endlessly. Strategic clarity came late. At times, Twitter felt less like a product company and more like a philosophical battleground with a login screen.

This chapter unpacks how leadership drama directly impacted what got built, what didn’t, and how Twitter’s greatest breakthroughs often came in spite of its leadership, not because of it. It’s a story of how power—used well or poorly—can make or unmake a product.

👥 1. Jack Dorsey’s Early Tenure: Creative but Unstable

• As Twitter’s first CEO, Jack was full of product ideas, like:
  • 140-character tweets standardized across all users
  • Prioritizing performance and mobile usability
• However, his management style was chaotic. He skipped out early, held few meetings, and frustrated engineers and cofounders.
• Eventually, Jack was fired in 2008. Though presented as a graceful handoff to Ev Williams, he was completely pushed out of operational power.

He issued a clear directive early on:

“We have 4, and only 4, priorities: performance, usability, development efficiencies, and costs”.

💻 2. Ev Williams: Product Focused but Indecisive

• He led a major product redesign, including embedded media in tweets (code-named Phoenix), and resisted a premature push toward monetization.
• Ev's vision: Twitter as a universal tool to give voice to the powerless, not just a tech company.

But many execs felt he was slow, non-communicative, and too idealistic to scale the company:

“We have no direction at Twitter, and I don’t know where the company is going,” said VP of Engineering Mike Abbott.

Ev replaced Jack as CEO and immediately reframed Twitter’s product question from:

“What are you doing?” → “What’s happening?”
He believed Twitter should be less ego-driven and more event-focused.

🧠 3. Jack’s Return as “Product Messiah”

• After years of strategic PR and internal lobbying, Jack returned as Executive Chairman in 2011, taking over product.
• Jack styled himself as “Steve Jobs 2.0”—dressing similarly, calling himself “editor,” and referencing Gandhi and The Beatles in talks.
• Internally, many engineers and PMs found him erratic and passive-aggressive. He reversed decisions frequently, causing frustration.

He rebranded the team’s work as incomplete:

“We’re calling this Twitter 1.0… It was a beta and incomplete,” he declared.

💼 4. Dick Costolo: The Operator Who Professionalized Twitter

• Initially brought in as COO, Dick became CEO in 2010 during a boardroom coup against Ev.
• Dick’s impact:
  • Fixed Twitter’s infrastructure problems
  • Launched real monetization (e.g., promoted tweets, ads)
  • Cultivated strong team morale and company culture
  • Drove Twitter to a $10 billion valuation and profitability

“We’re leaving the motto of making better mistakes tomorrow in the old building,” Dick told employees. “That’s not the type of company we are anymore.”

🔥 5. The Battle of Product Philosophies

🧩 Final Thoughts

Leadership at Twitter didn’t just steer the product—it contorted, stalled, and occasionally reignited it. Product priorities were often overridden by interpersonal drama, power plays, and the need for personal validation in the media.

“It wasn’t a grand master plan by Jack to copy Jobs. Rather it was dozens of little plans that added up to a re-creation.”

Part Seven: Lessons and Takeaways

The story of Twitter—documented in Hatching Twitter—isn’t just a tale of tech innovation. It’s a masterclass in messy product-market fit, fragile founder dynamics, and the raw power of culture, timing, and luck. Here's a breakdown of the key lessons for product leaders, founders, and startup builders:

1. Product-Market Fit Can Precede Product Clarity

• Twitter hit product-market fit before it had a clear product vision.
• Users figured out what Twitter was better than the company did (e.g., hashtags, retweets, @replies all came from users).
• Lesson: Embrace organic use cases and build around them instead of forcing a fixed vision.

2. Simple Products Win—Until They Don’t

• 140-character updates, SMS-compatible, dead-simple interface: that was Twitter’s superpower.
• But the same simplicity created technical and UX debt that became a bottleneck at scale.
• Lesson: Build for simplicity, but don’t ignore the scaffolding you'll need later.

3. Product Identity Must Evolve

• Twitter’s transition from “What are you doing?” → “What’s happening?” → “What’s important now?” was critical.
• It survived by reframing the core value proposition: from social chatter to global town square.
• Lesson: Be willing to evolve your product narrative as users and culture shift.

4. Technical Debt is a Company-Wide Liability

• The original Twitter codebase—built in 2 weeks—couldn’t scale.
• Fail Whale became a meme because of leadership’s failure to prioritize engineering health.
• Lesson: You can fake product-market fit for a while, but infra debt will come due.

5. Lack of Clear Product Leadership is Dangerous

• Jack, Ev, and Biz had overlapping but conflicting visions. Internal confusion paralyzed execution.
• Engineers often built features with no process, prioritization, or user validation.
• Lesson: Align product vision, empower execution, and avoid “vision vacuum.”

6. Founder Conflicts Can Destroy or Define the Company

• Noah was cut out early. Jack was ousted. Ev was betrayed. Jack returned with a vengeance.
• These weren’t just personal dramas—they directly affected hiring, strategy, morale, and product.
• Lesson: Founder relationships are a core infrastructure. Prioritize communication and mediation early.

7. Charisma Isn’t a Substitute for Leadership

• Jack crafted a media persona (Steve Jobs 2.0), but many employees found him indecisive and inconsistent in execution.
• Lesson: Vision is important, but product leadership requires hands-on work, not myth-making.

8. Your Product is What the World Says It Is

• Twitter didn’t define its value; users, celebrities, protesters, and CNN did.
• Global events—from Oprah to Iran’s Green Revolution—mattered more than any roadmap.
• Lesson: Watch how the world uses your product. That’s your real positioning.

9. Monetization Delays Can Backfire

• Twitter waited years to monetize, believing ads would kill growth. It didn’t.
• When monetization came, the pressure for profitability distorted product priorities.
• Lesson: Validate business models early—even a small revenue stream improves leverage and optionality.

10. External Catalysts Can Redefine Your Trajectory

• Oprah, Iran, Kutcher vs. CNN—none of these were planned, but all shaped Twitter’s destiny.
• Lesson: Be ready to respond to moments, not just features. Culture can accelerate or redefine your product overnight.

Final Takeaway

Twitter wasn’t built—it was discovered.
And then it was rebuilt, rebranded, and reinterpreted by everyone from celebrities to dissidents to rival founders.

In many ways, Twitter thrived despite itself—a rare example of a platform where user ingenuity, global events, and timing mattered more than internal clarity.

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