It’s Time to Define Your Company’s Principles

Although those decisions may seem like the whims of two tech titans, they reflected corporate principles intricately linked to the two men’s business strategies. Dorsey and his successor, Parag Agrawal, were focused on advertising as Twitter’s primary source of revenue, and limits on certain kinds of speech protected advertisers from being associated with tweets that could harm their image. Musk, however, was focused on building subscription revenue through Twitter Blue; fewer limits on free speech—and thus more-controversial content—could build overall engagement with the platform, thereby increasing its appeal.