Behind the scenes: Twitter bets everything on Jack Dorsey

The first half of this Vanity Fair piece is a behind the scenes look at the coups that removed Twitter CEOs Jack Dorsey, Noah Glass, and Evan Williams from power, all leading to the fruitless search for a replacement for Dick Costolo.

Just a taste:

Then, in early June, Chris Sacca, a voluble investor in Twitter, published an 8,500-word stream-of-consciousness epistle, agitating for a change at the company. Sacca, perhaps livid that he might lose his membership in the so-called Three Comma Club (a pejorative term for tech billionaires), followed up with a series of interviews and tweets lambasting Costolo. Costolo decided that he had had enough agony. He was out.

And:

Virtually every single product chief at Twitter—seven or eight people, depending on how you count—has been fired or forced to resign over the past decade. One former staffer told me the position is akin to the jinxed Defense Against the Dark Arts professorship in the Harry Potter saga, where every professor ends up dead or ousted at the end of the school year. A board member once said he could use only one word—“Shakespearean”—to describe the company.

The second half is all about Jack Dorsey’s quest to right the ship, to make Twitter cool again. The author, Nick Bilton, makes no secret that he wrote a book about Twitter that made him lots of enemies and persona non grata at Twitter.

In 2012, when I told him of my plans to write a book about the founding of Twitter, a very different side of Dorsey emerged. He immediately tried to kill the project. He told everyone at Twitter, and anyone associated with the company, not to talk to me.

As I started reporting, I realized why. Dorsey, who was so charming in person, had been a bully behind the scenes. Countless former employees came out of the woodwork to recall his role in their ousting. Or, in a fate that is even worse in Silicon Valley, how he had seemingly erased their contribution from the company record.

So there’s no way Jack Dorsey would agree to be part of this article, right?

I was pretty sure that Dorsey would never speak to me again. But in early April, when I reached out to see if he would be open to meeting for this article, I was surprised by his response. “Let’s do it!” he replied in an e-mail.

And that leads to the second half of the article.

All in all, a great read.