At Twitter, placing in lengthy hours apparently pays off large 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 carrying an eye fixed masks.
“When your crew is pushing around the clock to make deadlines generally you #SleepWhereYouWork,” she tweeted.
— Esther Crawford ✨ (@esthercrawford) November 2, 2022
Musk has lately taken over the corporate as CEO, and there have been studies that workers have been working 12-hour days or extra.
The photograph 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 can be out of labor in every week, so why trouble?
However now it looks like Crawford is having the final snort. A narrative within the Monetary Instances studies that for the reason that sleeping bag incident, Crawford has “turn into among the many most influential leaders left from the outdated guard,” in keeping with former and present Twitter staffers.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 photograph and likewise due to an opportunity encounter with Musk at Twitter’s espresso store, The Perch.
Sources informed FT that Crawford launched herself to Musk and secured a one-on-one assembly with him to speak about fee and creators. The transfer infuriated many senior leaders for going over their heads.
However Musk will need to have favored what he heard. Crawford has since helped launch Twitter Blue, which costs customers $8 for a premium subscription service with verified blue verify standing.
She was lately appointed chief government of Twitter Funds, and insiders say she’s a part of Musk’s internal circle at Twitter — one of many few girls on this place.
A polarizing determine
Crawford is both beloved or loathed across the Twitter workplace.
“To some insiders, Crawford has the charismatic vitality wanted to assist remodel Twitter’s flailing enterprise,” in keeping with FT. “To different former workers, she is reviled as a sycophant and opportunist.”
Crawford is thought for her excessive vitality and her self-empowering posts on Twitter.
If you happen to’re proactively chasing after your goals it is more durable 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 reduce hair, no make-up, no pants, no television, no secular music, and so on) and hierarchical management. We believed it was the “finish instances” so I lived in worry 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 look in media with false information about you and an ideal photograph or with truthful data and a nasty photograph.
Think about you seem in media protection. Would you fairly:
1) the information is correct & you sound nice, however it contains a really horrible photograph of you
2) the information is inaccurate & you come throughout negatively, however you look nice within the photograph
Select one – you possibly can’t have each. ?
— Esther Crawford ✨ (@esthercrawford) January 20, 2023
The viewers voted in favor of “correct and constructive information.”