The Weekly (5/19)
May 19, 2023
Unless you work in advertising or media, Linda Yaccarino, the soon-to-be CEO at Twitter, may not be a familiar name just yet.
Some resume highlights include being Chairman of NBC Universal’s $13 billion ad business for over a decade, sitting on the Board at Disney, and being named one of Time’s 100 Most Influential People in 2020.
Her first week at the helm of Twitter will inevitably look a bit different than most people’s first week on the job. Here are some guesses for what might be on Linda’s first week to-do list.
1/ Establish working rituals with Musk: Musk’s transition to CTO opens up an interesting equation of power dynamics, and Linda will need to draw clear boundaries. Despite Musk being the largest investor in Twitter, Yaccarino's autonomy in decision-making will be essential for her to be able to move fast. Where can she go ahead and make the call? What does she need to get Musk’s sign off on?
2/ Call Sheryl Sandberg?: Musk hiring Linda has similarities to Zuck hiring Sandberg (Facebook’s former COO). Sheryl built one of the world’s best advertising businesses, and studying Facebook's ad evolution likely offers a roadmap to potential pitfalls and a glimpse into the underbelly of the social media landscape. She also might have a nugget or two on working with maniacal founders…
3/ Schedule an offsite to concretize the X vision into a multi-year plan: Elon is a visionary. He aspires for Twitter to be a super app called X and claims to have the playbook. Linda brings fresh eyes and a business mind to the equation. She should run an executive offsite with core Twitter leadership to draft a plan on what steps they’ll take to build X.
4/ Stabilize Twitter's execution culture: After Elon’s shake up (see comments re: working from home being “morally wrong”), Linda can play a clear leadership role here to clarify what precisely Twitter’s culture is. Tech firms thrive on a healthy tension between innovation and discipline, and Twitter is no exception. Fostering such an environment will mean the difference between aimless ideation and impactful execution.
5/ Monetize her network: Twitter’s ad revenue has effectively been cut in half over the last year. Known as the “Velvet Hammer” for her silky yet tough negotiation tactics, Yaccarino has built a network in the advertising space that’s unparalleled. It’s time to smile, dial, and monetize.
Linda still has several weeks before she takes over the reins. What did we miss?
Have a great weekend.
–Your Titan Team
As of this writing, DIS and META are holdings in Flagship. Twitter is a holding in the ARK Venture Fund.
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