Esther Crawford ✨
@esthercrawford
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on sabbatical: traveling, cooking, sleeping in. angel investor (Sequoia scout). ex product @twitter . prev ceo @squad (acq'd by @twitter in ‘20). add me on IG.
Berkeley, CA
Joined April 2008
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Negativity is boring. What’s needed is for more people to get excited about what could exist in the world, and then go and make it happen. There are still so many interesting problems to solve!
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Like seemingly everyone on this app I have plenty of opinions about Twitter > X and figure now is a good time to open up a bit about my experience at the company.
I tweeted for years into the void for the love of it like many of you, but after selling my startup to Twitter in…
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Big props to the Twitter engineering team (past & present) for building & maintaining a real-time network at scale through holidays & world events! This work is not for the faint of heart & this app is the result of thousands of people’s efforts & precious time over the years. 💙
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If you can’t take being publicly dunked on then be sure to avoid taking any risks and stay away from all leadership roles. Don’t build or disrupt anything. Stay small and invisible and most of all, be silent and afraid of what others think.
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The worst take you could have from watching me go all-in on Twitter 2.0 is that my optimism or hard work was a mistake. Those who jeer & mock are necessarily on the sidelines and not in the arena. I’m deeply proud of the team for building through so much noise & chaos. 💙
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If my eyes look puffy it’s because I moved my daughter into college housing today. It was almost exactly 13 years ago when I met Emma as a 5.5 year old girl who’d been in foster care since she was 3.
Now she’s a young woman about to embark on a new journey which includes…
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The best choice I made was becoming a foster parent in my mid 20’s. The first match was Emma, who had just started kindergarten. Today marks 11yrs since adopting her & now she’s a senior in high school. I’m the proudest mom & feel so lucky we ended up together. ♥️🧵
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On Monday we are bringing back the ability to subscribe to
@TwitterBlue
— it’ll be $8/mo on the web and $11/mo on iOS. We’ve added a review step before applying a blue checkmark to an account as one of our new steps to combat impersonation (which is against the Twitter Rules).
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A lot of folks have asked about how you'll be able to distinguish between
@TwitterBlue
subscribers with blue checkmarks and accounts that are verified as official, which is why we’re introducing the “Official" label to select accounts when we launch.
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My very long con has finally paid off:
1. start a company
2. sell it to Twitter (now X)
3. create the creator monetization program
4. leave Twitter
5. tweet about time at Twitter
6. profit from tweets about time at Twitter from the creator monetization program
Checkmate. ♟️🤣
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One of the most critical decisions for your career is who you pick as a life partner. Partnering well is an accelerant.
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When your team is pushing round the clock to make deadlines sometimes you
#SleepWhereYouWork
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Shortly after sunset and dinner at a nice restaurant in Cancun we ordered an
@Uber
, but as we got in a group of guys from the taxi mafia surrounded the car and then attacked the driver while we were in the backseat.
The driver remained calm even as he was punched through the…
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There are no sacred cows in product at Twitter anymore. Elon is willing to try lots of things -- many will fail, some will succeed. The goal is to find the right mix of successful changes to ensure the long-term health and growth of the business.
Please note that Twitter will do lots of dumb things in coming months.
We will keep what works & change what doesn’t.
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When you recognize an adult is needed to handle a situation… and then realize you’re the adult.
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10yr old: I want to go sassy shopping with you on Saturday
Me: what’s that?
10yr old: it’s where we wear sunglasses, carry a tiny purse, and sip hot chocolate from Starbucks while we walk around the mall. I’ll talk about kids at school and you can talk about people at work, in…
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Hubris + no pushback - customer empathy - data = a great way to light billions on fire
🔥 💰 🔥
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To all the Tweeps who decided to make today your last day: thanks for being incredible teammates through the ups and downs. I can't wait to see what you do next. 🫡 💙
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The future of humanity depends on our ability to ensure that more conversations happen between people who disagree with each other.
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The new Blue isn’t live yet — the sprint to our launch continues but some folks may see us making updates because we are testing and pushing changes in real-time. The Twitter team is legendary. 🫡 New Blue… coming soon!
BREAKING: Twitter has officially launched the revamped Twitter Blue for $7.99/month in select countries.
Not all features are live yet. Some are coming later. Looks like the blue verified checkmark is now part of Twitter Blue, but as a Blue user I’m not seeing a checkmark yet.
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This may shock some people but I just saw a tweet I wildly disagree with — and I just kept scrolling. It is possible to do.
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I used to feel like a weird outlier for being so ambitious and optimistic — but when I go to things like the YC alumni reunion I feel surrounded by my people.
@ycombinator
is a community of builders who want to pull and lift humanity up, no matter how difficult or long the…
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When I onboarded a new vendor to Twitter in the before times it took nearly 8 weeks — and that was with me pushing very hard because the default answer at every step was “no”. Now it’s a few days and the default answer from the team is “let’s go!”
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Seeing people who remain at a company after a round of layoffs get demonized for not quitting in solidarity is truly bizarre. Empathy should be extended to both sides. It’s hard to lose your job and the people who remain often end up having to pick up even more work.
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“I can do hard things” is a powerful belief system.
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A big part of being a CEO is sales. It starts with selling a cofounder on *you*, then investors on an *idea*, then customers on a *solution* to their problem, then employees on a *vision* they can be part of, and on and on it goes.
Selling is probably the most valuable yet…
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This is my summary of what it’s like being the CEO of a startup:
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Very excited to help make Twitter the best platform for creators 🤑
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Joined a friend for an afternoon at a coworking space and was just casually asked, “So where do you work?”
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I gave my 16yr old a disposable camera for use while on her trek. I said it takes 27 pictures. She asked how she’d select the 27 pictures. I said “you don’t select them you take the roll to get developed at a store”.
Her response: “I don’t understand what you’re saying.”
📸
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During today’s launch of
@TwitterBlue
the SF team experienced two literal fire drills. The first one happened at HQ and led us to a Starbucks where we kept rolling out the release, then the coffee shop had its own fire drill — sending us back to HQ to finalize the roll out. 🤣🔥
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We’re also adding new payment options and, for the first time, allowing people to send Bitcoin tips through the use of a Bitcoin address or Lightning-enabled wallet ⚡���
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@TwitterBlue
Not all previously verified accounts will get the “Official” label and the label is not available for purchase. Accounts that will receive it include government accounts, commercial companies, business partners, major media outlets, publishers and some public figures.
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Starting today, we’re rolling out Tips to everyone on iOS globally and bringing it to people on Android in the coming weeks. 🧵
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The new Twitter Blue does not include ID verification – it’s an opt-in, paid subscription that offers a blue checkmark and access to select features. We’ll continue to experiment with ways to differentiate between account types.
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I didn’t win the parent lotto. I was born to a low IQ single mom on welfare who never worked. I met my dad at 8 & he died when I was 21. My stepdad went to prison for life when I was 13. My stepmom left & never said bye.
Beginnings don’t determine endings✨ Write your own story.
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I go on Twitter where the talk is GPT-4 plug-ins & how long til AGI. Then in Thailand I meet a 14yr old who just spent 3 days getting smuggled out of Myanmar. The disparity that exists across humanity is staggering. Traveling out of my bubble reminds me of that vastness.
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One of the worst times in my life was when my startup ran out of money. We'd raised a small pre-seed but didn't have enough traction for the next round. We were effectively dead but I wasn't ready to give up, so I yoloed my savings into the company account. We needed to succeed…
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Long ago we created a family and became each other’s home base, but recently we decided it was time to go to City Hall and get married. So we did! 💕
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Since some people are losing their minds I'll explain: doing hard things requires sacrifice (time, energy, etc). I have teammates around the world who are putting in the effort to bring something new to life so it's important to me to show up for them & keep the team unblocked.
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gm ☀️ excited to have
@_tessr
on the team! There are so many opportunities for Twitter to leverage & add on to web3 – especially in the creator space around monetization, ownership, identity, community, and more.
Twitter building out a crypto team. Probably nothing.
I’m thrilled to share that I’ve joined Twitter, to lead a new team focused on crypto, blockchains, and other decentralized technologies—including and going beyond cryptocurrencies.✨
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In between chants of “no justice, no peace” at the
#sfprotest
my 15yr old Emma turned to me and said: “this makes me so emotional because I shouldn’t have to do this — it should be obvious that black lives matter”
#blacklivesmatter
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Nearly a decade ago when I moved to SF I applied for product jobs and could barely get an interview & didn’t get a single offer so I just kept building things myself. If you can’t find someone to bet on you yet, bet on yourself. 🌱
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Drug & alcohol addiction touches many families and mine is no different. I’m so proud of my big brother Gary for 9.5yrs sober — now he’s a “hope dealer” who works at a recovery center. He’s lived the struggle & made it to the other side, and now helps others on their journey. 🦋
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A lot of folks have expressed interest in joining Twitter 2.0. If you want to get pinged about future opportunities, feel free to add yourself to our talent community:
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Growing up on welfare made me price conscious. Even though I can afford some luxury goods now I rarely buy them. Very few of my possessions bring me happiness — more things that are more expensive often just bring added stress and maintenance.
Experiences > Things
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Corporate seppuku: destroying your own product or brand.
Usually committed by new management in pursuit of cost-savings due to a lack of understanding about the core business or disregard for the customer experience.
The result is a massive loss of shareholder value. 📉
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My mom & her husband have COVID. He’s been in the hospital for days struggling to breathe. They both could’ve been vaccinated months ago but chose not to cuz my mom believes a variety of conspiracy theories. It’s a bit late to realize COVID isn’t a hoax after all. 😐
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I love my family and I’m grateful they understand that there are times where I need to go into overdrive to grind and push in order to deliver. Building new things at Twitter's scale is very hard to do. I'm lucky to be doing this work alongside some of the best people in tech. 💙
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It’s amazing how bothered people get by the decisions others make — even when that choice doesn’t impact them at all.
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Writing is the best way to clarify your own thoughts about an idea.
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Surround yourself with people who will cheer you on and energize you. The harder the challenge the more hyping up you’ll need and deserve to achieve the goal. Avoid people who just suck your energy away — not everyone can go on every journey with you.
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You can make any situation better or worse. It’s your choice.
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“Play long-term games with long-term people.
All returns in life, whether in wealth, relationships, or knowledge, come from compound interest.” —
@naval
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You’ll start seeing gold checkmarks appear in your timeline — those are indicators for businesses. Soon afterward you’ll see gray checkmarks which are for government and multilateral accounts.
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A hill I will die on: Battlestar Galactica was one of the greatest shows of all time.
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If you’d like to follow my travel & life adventures more closely then head over to my Instagram where I share stories. This is my first time without a job since grad school so I’m heading out on some solo travel — first stop is a few days in Hong Kong! ✈️
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I'm just going to assume this tweet was about me since we met today
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So fun meeting
@wongmjane
in person after years of having her find and scoop features we were building at Twitter.
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People underestimate the power of repetition. Consistent practice is the only way to get great at anything.
I stopped worrying about the people who are more talented, smarter or better connected because I’m willing to put in the work & play the long game to keep leveling up. 🌱
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Messages like this have meant a lot since going viral for sleeping in the office a few days ago. Of course there were plenty of hecklers but many entrepreneurs, designers, engineers, investors and builders of all types have reached out to say “y’all got this!” 🙏🏻
@esthercrawford
Huge Respect to you Esther. Lots of us are rooting for Twitter in a big way and it’s going to be folks in the arena who step up when it counts most who will make the difference.
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I’ve had a few angel investments go to $0 and every one of them had a cofounder conflict going on in the background. People issues are deadly for startups.
While the details differ in each situation the core struggle was always for power and control of the company.
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12 years ago today I had the privilege of legally becoming Emma’s mom. She entered foster care at age 3 and was adopted into our family just before her 7th birthday.
Today she’s almost 19 years old and is a freshman in college. She’s one of my favorite humans and every year I…
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We love to overcomplicate life but it’s really as simple as getting back up when you fall, trip or get pushed down.
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Today we’re introducing
@SuperFollows
, a way for the people driving the conversations on Twitter to earn money from their most engaged followers on Twitter 🧵
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You don’t have to justify your life choices to strangers on the internet. When you realize that it becomes a lot more joyful to post whatever you want.
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We are
#OneTeam
and we use the hashtag
#LoveWhereYouWork
to show it, which is why I retweeted with
#SleepWhereYouWork
-- a cheeky nod to fellow Tweeps. We've been in the midst of a crazy public acquisition for months but we keep going & I'm so proud of our strength & resilience.
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Made it to the foothills of the Himalayas in western Nepal… it’s been 10hrs of driving on some of the craziest mountain roads I’ve ever seen but am just a few hours from the start of the trek. 🥾
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I work with amazingly talented & ambitious people here at Twitter and this is not a normal moment in time. We are less than 1wk into a massive business & cultural transition. People are giving it their all across all functions: product, design, eng, legal, finance, marketing, etc
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Big thanks to the Blue team for all your hard work — this continues to be a collaborative effort involving folks from eng, product, design, health, legal, marketing, sales, and more! 💙
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Be the reason someone feels seen or valued today.
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Taking my kids to explore Japan together for a few weeks & I’m reminded that I didn’t leave the US til I was 21. When I was young we couldn’t afford family vacations and used the Greyhound bus to visit relatives - planes were too expensive. Going abroad was a nonstarter.
In…
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What a time to be alive — when it’s possible to go and wander around nearly every corner of this beautiful planet.
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🤯 this is the kind of digital art that I can’t look away from and find very inspiring. This is a particle rendering of a painting at the Bode-Museum by
@Simone_Vezzani
using Redshift (with over 6.5M particles per frame) & an 18hr render time:
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I think this is called relatable fitspiration 🏃🏼♀️
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I’ve been angel investing for 2yrs and am excited to support more early stage founders by being a
@sequoia
scout! I’m especially passionate about consumer products that help people heal, connect or prosper. Feel free to slide into my DMs or email me (via the link in my bio).
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I’m sure you’re awesome but I can’t get you verified.
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Watching someone you hired & mentored go on to start their own company is so cool. 🌱
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We’re launching the pilot of Blue for Business so beginning today you’ll start seeing company badges on select profiles. We’ll soon be expanding the program and look forward to having more businesses added in the new year!
Today, we’re rolling out Twitter Blue for Business, a new program that lets businesses distinguish their brands and key employees on Twitter. These accounts will show a square company badge next to their display names.
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Today we’re introducing Tip Jar, a new way for people to send and receive tips. 🧵
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Don’t sleep on yourself. If you want something, go after it.
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This is a fun and useful addition — go ahead and try it with your favorite stock ticker symbol!
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Merry Christmas from our family to yours! 🎄Wishing you a wonderful holiday season.
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My timeline all day every day:
I HAVE VERY STRONG OPINIONS ABOUT WHAT TWITTER SHOULD AND SHOULD NOT DO
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I was sent the link to a Turkish news story that I appear in. Although the topic is my work at Twitter they dug up a photo of me in a bikini from years ago. 🤨 I’ve never worn a bikini to the office & have many clothed photos to choose from… but this is what they ran with:
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I like to share our story every year to help normalize fostering and adopting kids. The child welfare system is broken but that’s never the fault of the children in it. They deserve love, respect, tools to heal from trauma & opportunities to succeed.
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Welp, it’s the end of an era — all of my kids decided to go trick-or-treating with their friends this year, thus ending a long tradition of going out as a family.
That’s the weird thing about parenting — you rarely know when it’s “the last time” until it has happened.
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My mom called to talk about my upcoming trek in Nepal and said “Honey, I know you’re brilliant but you’re an OFFICE PERSON in San Francisco — you’re not a mountaineer. I just wanted to remind you in case you forgot who you are.”
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Many things are out of our control in life, so the best thing to do is be adaptable and antifragile — that way you don’t just bounce back from challenges but become smarter, wiser and stronger because of them.
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