At Twitter, placing in lengthy hours apparently pays off massive time.
Simply ask Esther Crawford, Twitter’s director of product administration.
In November, Crawford shared a photograph of herself sleeping on the ground at Twitter headquarters, wrapped in a silver sleeping bag and sporting a watch masks.
“When your staff is pushing around the clock to make deadlines generally you #SleepWhereYouWork,” she tweeted.
— Esther Crawford ✨ (@esthercrawford) November 2, 2022
Musk has just lately taken over the corporate as CEO, and there have been experiences that staff had been working 12-hour days or extra.
The picture of Crawford went viral, with many criticizing the sleepless in San Francisco Twitter worker for perpetuating what they noticed as a poisonous office. Some even joked that she could be out of labor in every week, so why hassle?
However now it looks as if Crawford is having the final snicker. A narrative within the Monetary Instances experiences that for the reason that sleeping bag incident, Crawford has “turn into among the many most influential leaders left from the previous guard,” based on former and present Twitter staffers.
An opportunity encounter with Musk
Earlier than Musk took over Twitter, Crawford, 39, was a mid-level worker, however that modified partly due to the Twitter picture and in addition due to an opportunity encounter with Musk at Twitter’s espresso store, The Perch.
Sources instructed FT that Crawford launched herself to Musk and secured a one-on-one assembly with him to speak about cost and creators. The transfer infuriated many senior leaders for going over their heads.
However Musk will need to have appreciated what he heard. Crawford has since helped launch Twitter Blue, which expenses customers $8 for a premium subscription service with verified blue test standing.
She was just lately appointed chief government of Twitter Funds, and insiders say she’s a part of Musk’s interior circle at Twitter — one of many few ladies on this place.
A polarizing determine
Crawford is both liked or loathed across the Twitter workplace.
“To some insiders, Crawford has the charismatic vitality wanted to assist remodel Twitter’s flailing enterprise,” based on FT. “To different former staff, she is reviled as a sycophant and opportunist.”
Crawford is understood for her excessive vitality and her self-empowering posts on Twitter.
When you’re proactively chasing after your goals it is tougher to be subconsciously pushed by your fears.
— Esther Crawford ✨ (@esthercrawford) January 6, 2023
Crawford arrived at Twitter in 2020. Earlier than that, she was a YouTube video blogger.
She has posted about rising up in a fanatical cult. She additionally stated that her household was poor and on welfare.
I grew up in a cult. We had numerous guidelines (cannot minimize hair, no make-up, no pants, no television, no secular music, and many others) and hierarchical management. We believed it was the “finish occasions” so I lived in concern of doing something mistaken & being left behind. I exited alone once I was 19. https://t.co/t6u7VlJE0T pic.twitter.com/0EzfqBICbA
— Esther Crawford ✨ (@esthercrawford) April 16, 2022
Neither Crawford or Musk responded to FT for remark. However in a current tweet, Crawford created a ballot asking if it was higher to seem in media with false data about you and a fantastic picture or with truthful info and a foul picture.
Think about you seem in media protection. Would you slightly:
1) the data is correct & you sound nice, nevertheless it includes a actually horrible picture of you
2) the data is inaccurate & you come throughout negatively, however you look nice within the picture
Select one – you’ll be able to’t have each. ?
— Esther Crawford ✨ (@esthercrawford) January 20, 2023
The viewers voted in favor of “correct and constructive data.”