Twitter. El pájaro de la discordia: Jack Dorsey, Elon Musk y la pugna por el control de la opinión pública

by Kurt Wagner, Arnau Figueras Deulofeu (translator)

An expertly reported investigation into Twitter’s messy corporate history—including Elon Musk’s takeover in 2022, its outsized cultural impact, and its significant role in shaping how the world gets its news.

Bloomberg journalist Kurt Wagner takes you inside Twitter’s everchanging headquarters, charting its rise from flippant 140-character posts to one of the world’s most consequential tech companies. From Jack Dorsey’s triumphant return as CEO in 2015 to the rise and fall of @RealDonaldTrump to the contentious $44 billion sale to Elon Musk, Battle for the Bird exposes the messy reality and relentless challenges that come with building a global social network. With enthralling minute-by-minute accounts of Musk’s controversial takeover from insider employees, Battle for the Bird exposes the real-world impact of the South African billionaire’s new role as owner, and employees’ growing horror as Dorsey’s idealistic promises (and the “Twitter” name) go up in flames before their eyes.

Battle for the Bird is the definite, objective, and substantive account of the fight over the world’s most influential social media platform. Now, for the first time—through deeply sourced, exclusive interviews—you will discover how the visionary promises of one iconoclast gave way to the darker, yet-to-be-defined motives of another, upending the virtual status quo and impacting the flow of news and information to the masses.

Genres: Business, Nonfiction, Technology, Audiobook, Journalism, Social Media, Startup

512 pages, Paperback

First published February 1, 2024

About the author

Kurt is a journalist with Bloomberg covering the social media industry, including X/Twitter and Meta. He has worked there since 2019, and previously covered the technology and business industries at Recode, Fortune and Mashable.

Kurt grew up near Seattle, went to college at Santa Clara University, and now lives in Denver with his wife and kids. "Battle for the Bird" is his first book.

Reviews

[Jessica · Rating 5 out of 5]

Whether you are familiar with the world of technology or not, this book is a worthwhile read. The story takes on a more narrative approach than a typical business book which really makes it a page turner.

[Derek · Rating 5 out of 5]

As someone whose social media interactions are limited to Goodreads, reading a book about Twitter is a little out of my comfort zone. I also typically refrain from reading non-fiction as I can usually just read the Wikipedia page or watch the movie (because there is always a movie) about a topic and get the gist of what I would get reading 300+ pages. Despite my limited Twitter experience, I do follow national news, so I thought I would know the relative highlights the book would touch on. Oh boy was I wrong. Kurt's book "Battle for the Bird" really changed my perspective about the whole Twitter saga. The intimate details that are provided makes this story read more like one of my typical fiction page-turners. Just a really compelling story from start to finish. What really intrigued me was the quotes and story's from the people actually involved . A true show of professional journalism at its finest. While the initial thought when picking this up was "let's see how this goes", my finishing thoughts were "who wouldn't I recommend this book to".

[Lizzy · Rating 5 out of 5]

Ok, wow. As someone who knew nothing about Jack Dorsey before reading this book I was fascinated. This is an inside look at a social media company everyone knows about, but no one realizes what went down internally. It makes you think more critically about power, influence and freedom of speech in the modern / digital age. The contrast between Dorsey and Musk as leaders is mind blowing to see unfold side by side too.

[Shawn Szczepanski · Rating 3 out of 5]

Further proof that wealth <> intelligence

[Ryan Dell]

Got this for Christmas. Great read, very compelling page turner. The behind-the-scenes details fairly unsurprising

[Jeremy Solly · Rating 5 out of 5]

The truth is truly stranger than fiction, I’m not sure the rise and fall of a company has ever been this well documented and Kurt has certainly done the work of compiling the receipts. This is such a fascinating read and will make excellent source material for the future HBO mini series. If you’ve ever used Twitter or worked in social media, this is a must read.

[Ryan Adkins · Rating 5 out of 5]

It's amazing story and one that Wagner is apt to tell.

What an amazing beat, (social media over the last 10 + years) a time so consequential for our lives online. The interplay of private companies, public companies, speech and the role of money (revenue and leverage buyouts)

As corporate dramas go, I guess you could say that I enjoy Musk more than Dorsey 🤷🏼‍♂️
As the 2020 election and activists came into the picture I was hooked and the reading became effortless🍿

I found myself getting excited everytime a """ was approaching and literally lol'd in parts.

Would definitely recommend!

[Bob Wassermann · Rating 3 out of 5]

2.5/5 — fun insights on the founding of twitter and jack dorsey, not much new on the elon part if you’ve read isaacson’s biography

[Jessica Blitz · Rating 3 out of 5]

Only reinforced my deep hatred of Elon Musk, he really seems like a turd.

[Jonathan Lu · Rating 5 out of 5]

This book reminds me why I appreciate good journalism. Authored by someone who has covered social media at Bloomberg for 5 years, this recollection of what unfolded at Twitter is journalism at its best. Through the noise and drama of Elon Musk's take private bid, I had somehow almost forgotten about the role of Jack Dorsey (who is also larger than life) let alone Dick Costello and Evan Williams. A great book I'd recommend for everyone to understand the history and context for how and why Twitter became so important to modern society.

For the first half of the book, if not the whole book, Kurt Wagner paints Jack Dorsey as the hero. Twitter itself is the protagonist, and Elon Musk becomes the inadvertent antagonist. It takes someone as eccentrically flamboyant as Musk to overshadow the far from mundane Jack Dorsey. I tend to think of Dorsey as the embodiment of the Left Coast spiritualist, but in this book he's portrayed a step further even as a deeply compassionate and mindful leader. One who is deep in founder mode, is an extreme introvert, has a penchant for listening, and cares deeply about both the person and people. Wagner fairly notes that as the CEO, his tendency to remain reticent was disconcerting organizationally as his teams would look to the senior-most person in the room to make a decision, and find deference from him as driven by his tendency to empower those on his team who are closer to the execution of the decision to make it. From salt juice to bringing his mom to town halls, it's easy to look at Jack Dorsey and think that this guy is not suited to make the hard choices as CEO, but objectively how many people have successfully led a billion dollar private and public company, let alone 2 of them at the same time? I took away from this book the bias of a positive view of Dorsey as someone to be celebrated: a genuinely good human being with the best of intentions who treats others well, and delivered stellar results as a CEO. From my own bias, I never understood how the boards of Square and Twitter allowed him to be CEO of both companies, but clearly he made it work and was the right person for the job - which was possible because of how much he trusted and empowered his team.

Like any good story, our hero faces challenges and in this case, Wagner portrays Musk the mentor/helper as the cause of our protagonist Twitter's downfall. Musk and Dorsey share in their steadfast vision of Twitter as core to decentralized and democratized free speech for all its good and bad. I took away that they truly believed they were the ones with the burden of saving humanity from itself by enabling a needed voice for all - consistent with my takeaway of Elon Musk from the Ashlee Vance biography. Actions aside, Wagner paints Musk as reflective of my own personal biased view of him - genuinely concerned about saving the world, and willing to stomp over humans in order to save humanity. Where he differs from Dorsey is that he cares about saving people but couldn't care less about individual persons, and certainly relishes playing the role of the hero / smartest person in the room / the decider rather than delegating and empowering to those below him. It's easy to see how Musk and Trump took to each other so well as both are deeply egocentric, possess a hero syndrome, and are known for circumventing planning and thoughtfulness with off the cuff flippant responses - which they believe themselves uniquely suited to do out of a Machiavellian self-perception of being uniquely smart and great with stellar instincts. To be fair to both Musk and Trump, their unitary opinions have been correct more times than most single voices have been (and far less than collective voices have been… though certainly at the expense of speed). Trump of course plays a central role in this story given how prominent a voice he has been on Twitter, and how much controversy his account has garnered on account of posting lies and getting his account suspended. Wagner tries his best to stay apolitical in this book - in my opinion successfully, though I can understand that many others will call him part of the biased media simply because of the negative coverage of Musk and Trump. He surfaces a few critical questions in the book that have been at the heart of free speech debate for centuries: does the 1st amendment give you the right to yell fire in a crowded theater? Does it give you the right to spread lies and misinformation? Should someone who is prominent and important be immune to censure? These questions are not the point of the book and he does not present an opinion on them, rather leaves the questions in their own power to ponder.

While it's too early to tell what the future will hold for Twitter (or X), the portrayal as of 2024 in this book post-Musk is clearly a failure. Wagner acknowledges investments that Musk is making to share revenue with users, enable payment processing and money transfers in pursuit of becoming a Wechat/Grab-like super app - fitting with the rebrand from Twitter to X… and I would not bet against Musk who does have a tendency to deliver on his word. While the valuation today is likely less than half of the $44B that he bought it for, it would not be too surprising if Musk pulls it off and we find X to be a $500B business 10 years from now. But as of the date of writing, all metrics are down, advertisers are fleeing X (ok if his vision is not to be a media/publishing platform), and public/internal sentiment from employees is in the toilet. This is not the first time that Musk has been in this position and turned things around against all odds.

A salient quote about Musk that would not be inaccurate to ascribe to Trump: "His boldness, passion, and storytelling is inspiring, but his lack of process and empathy is painful." - Esther Crawford, former product exec at Twitter [p288]

[Paul MacNaughton · Rating 5 out of 5]

Compelling read that appeals to both casual observers and seasoned Twitter users alike.

In "Battle For The Bird," Kurt Wagner takes readers on a riveting journey through the tumultuous history and transformative impact of Twitter. From its humble beginnings as a 140-character microblogging platform to its emergence as a global force shaping politics, culture, and communication, Wagner delivers a comprehensive and engaging account of Twitter's evolution.

Wagner's narrative unfolds like a gripping thriller, chronicling the highs and lows of Twitter's rise to prominence. He skillfully navigates through pivotal moments in the platform's history, including its role in revolutions, political movements, and breaking news events. Through insightful analysis and compelling storytelling, Wagner paints a vivid picture of the battles fought – both within the company and in the broader social and political landscape – to control the "bird" that has become synonymous with Twitter.

One of the book's standout features is Wagner's ability to humanize the key players behind Twitter's success. From co-founders Jack Dorsey, Biz Stone, and Evan Williams to the myriad of users who have shaped the platform's culture, Wagner provides intimate portraits that offer insight into their motivations, triumphs, and struggles. By delving into the personal stories of these individuals, he brings a depth of understanding to the complex dynamics at play within the Twitter ecosystem.

Moreover, Wagner does not shy away from addressing the controversies and challenges that have plagued Twitter throughout its history. From issues of harassment and abuse to concerns about censorship and misinformation, he confronts the tough questions head-on, offering nuanced perspectives and sparking important conversations about the responsibilities of social media platforms in the digital age.

What sets "Battle For The Bird" apart is its blend of journalistic rigor and narrative flair. Wagner's prose is both informative and entertaining, making for a compelling read that will appeal to both casual observers and seasoned Twitter users alike. Whether you're fascinated by technology, politics, or the human drama behind corporate success stories, this book offers something for everyone.

In conclusion, "Battle For The Bird" is a captivating and enlightening exploration of Twitter's journey from startup to cultural phenomenon. Kurt Wagner's meticulous research, engaging storytelling, and balanced analysis make it essential reading for anyone interested in understanding the profound impact of social media on our world.

[Kathleen Carlsen · Rating 5 out of 5]

As a non-techy, non-twitter user and someone who doesn’t spend much time listening to or reading the news anymore, I found this book very interesting. It’s a true look at freedom of speech in the 21st century and how difficult it is to uphold that freedom while also keeping people safe from polarizing rhetoric. The timeline spans years that might evoke good and bad memories for people. The author makes the read very approachable for those outside the tech circle and shows how up and down the industry can be at times. I learned quite a lot from this book and would recommend it to all

[Megan · Rating 5 out of 5]

I was enthralled. Enthralled!!

[Sherrie · Rating 4 out of 5]

I enjoyed this book. I would like to say the author of this book must now have egg on his face. He did some Trump bashing. He said Trump was wrong thinking twitter was unfairly censoring him and wrong for calling news outlets fake. Boy, the author looks really stupid now that it’s all come out that the White House ,Biden administration has been directing censorship on Republicans. And all the fake news stories that have come out.

Karma is a bitch Kurt! You owe Trump a public apology!

[Gizzard · Rating 4 out of 5]

This is the year of books about social media and I think I've read most of them. This book was entertaining and a good listen. I learned a lot I didn't know (Jack and Elon are twins- mental health wise, selfish narcissists, musk just has the added bonus of needing constant attention, doesn't make jack less of a selfish jerk.)

One star deduction for parroting disproven stuff about Elon- NOT an engineer - never married grimes. Dubious claims about his previous businesses.

Dumbest thing I read in this book- Dorsey believes crypto is going to solve the climate crisis. Yes, something that sucks in as much electricity as mid sized cities - that's the answer.

Dorsey brought his mommy and daddy to company all hands meetings, eeeehhh.

Same old Elon stories.

[Mike Falconer · Rating 4 out of 5]

There are a lot of books about Twitter out there right now. That is perhaps not a surprise given (Spoiler Alert) that it has become a corporate / Silicon Valley dumpster fire.

Mr. Wagner’s account is balanced and well researched; however, one cannot feel while reading the work that it is missing the insider juicy details that make tech CEOs squirm. Perhaps because so much of Twitter’s (now X’s) dirty laundry has already been aired there is little new revelations in the work.

What” Battle of the Bird” does do is provide a clinical timeline from Twitter’s founding through to the events leading up to its purchase by Elon Musk and the unravelling of the technology institution under his stewardship. This in turn provides insights into the failure of Jack Dorcey (Twitter’s former CEO and co-founder) and Elon Musk’s failures with X.

As I talked about in my review of “Kingdom of Happiness” by Amiee Groth which referenced the failures at Zappos and the Downtown Project, both Dorsey and Musk in hindsight have had a failure of leadership due to a lack of management. It is all very well being able to persuade people to jump out of a plane, but you have to ensure that they have parachutes and know how to use them.

There is no doubt that Dorsey and Musk both do, or more appropriately have at one time, loved Twitter and what it has brought to the world. While Dorsey, according to Mr. Wagner’s book, seems to have lost interest in Twitter as a company once the reality of being a public company set in. Musk on the other hand, seems far too interested in his own press and ego once he understood the challenges Twitter faced and continues to face even after his pointless rebranding to X. It is hard to feel sorry for billionaires when the world does not work the way they want it to.

There is a theme throughout the book that perhaps Twitter can’t be a company. Dorsey in particular laments that what Twitter should be is a technology like email, that allows for the exchange of information, but that is not gatekept by any one platform. This is the kind of wishful thinking of people who have been made rich by the decisions to take their company public and have second thoughts. That they wish the world could be a different place. It can be, but only if different decisions are taken – the kind of decisions that don’t make entrepreneurs and venture capitalists rich.

Like I said, it is hard to feel sorry for billionaires when things don’t go their way.

Mr. Wagner does go into some reasonable depth as to the ethical dilemmas brought up by Donald Trump’s tweeting and his eventual banning from the platform. These are bigger issues than Twitter, but the impact on Twitter for both Dorsey and Musk were profound and still rancor the platform to this day. I’m not sure I want a committee of Twitter employees making decisions on whether what a world leader says is appropriate for public consumption, but at the same time I am positive I don’t want Elon Musk making those decisions.

As a grounding in the backstory and drama that is Twitter, now X, Battle for the Bird is a great document. Not a thrill ride or exposé, but a methodical grounding in the facts.

This is probably for the best given its subject matter and the turgid realities of Twitter’s recent past.

Perhaps this is the account we need rather than the one we might want.

[Ryan Alverson · Rating 5 out of 5]

Wagner deftly combines his journalistic chops with skillful storytelling in this novel that reads more like a page turning thriller than a dry rehashing of a highly publicized story. We get the best of both worlds with Wagner's in-depth reporting (down to citations on Musk's Red Bull consumption and the size of a luxury resort's spa) but naturally engaging delivery.

I found the insights into the personalities and decision-making at Twitter to read like an HBO special with a level of detail that places the reader in the same room as these characters during key decisions. Some decisions for the better but, in the later stages of Twitter (rip), many for the worse.

Most of all, for anyone who has worked in corporate America and especially in tech, Battle for the Bird is a valuable reminder that while leaders can be extraordinarily successful they are human and fallible just like any other person. Add in the conceptual power of controlling freedom of speech and the stakes become even higher. Wagner captures this extremely well and it is a concept that has stuck with me long after putting down the book.

If you've been alive through the boom and subsequent rebranding of Twitter and/or have heard of two guys named Dorsey or Musk and/or simply like a well-researched and crazy-but-true story, pick up a copy of Battle for the Bird. You'll learn a lot about how decisions are made at the highest echelons of business and how they impact our lives in ways we might never consider.

[Elena J · Rating 5 out of 5]

Battle for the Bird by Kurt Wagner is the definitive chronicle of Silicon Valley’s most chaotic corporate saga a gripping, behind-the-scenes portrait of how two visionaries, Jack Dorsey and Elon Musk, clashed over the soul of one of the world’s most influential platforms.

Wagner, a veteran Bloomberg journalist, turns what could have been a simple business exposé into an electric narrative of ambition, idealism, and collapse. With forensic precision and cinematic pacing, he dissects how Twitter’s culture of disruption and idealism spiraled into a battlefield of billion-dollar egos and ideological warfare.

Through exclusive interviews and minute-by-minute accounts, Wagner captures not just the unraveling of a company, but the crumbling of an idea that technology could remain pure while wielding immense social power. The result is a story that reads like Barbarians at the Gate for the social media age only this time, the stakes are global, and the consequences reach into politics, culture, and truth itself.

Battle for the Bird is more than a business book. It’s a warning, a mirror, and a masterpiece of modern reporting chronicling how innovation, left unchecked by humility, can devour its own ideals.

For readers of Hatching Twitter, No Filter, and Elon Musk, Wagner’s work stands as the definitive insider account of how one company’s implosion reshaped the way the world communicates.

[Leonardo · Rating 5 out of 5]

I want to thank NetGalley and the author for providing me with an advanced review copy of this book.

This is a very enlightening view into the transaction activities as Elon Musk took over Twitter. I hope it would shine a light for all the Musk-fan boys that seem to think he is brilliant and all knowing. The portrayal in the book, which mirrors what I had seen in the news and reports, reflects scenes of mass confusion, seat of the pants decisions, often leading to regrets even from Musk himself. It displays the autocratic and dictatorial nature of Musk in knowing all mode and how it has lead to the destruction of a social network with some reputation for news into becoming a dumpster truck full of extreme right wing, conspiratorial people being egged on by one of their own who makes up the rules as he goes along to benefit himself contrary to his claim of free speech for all. (Sorry for the overly long sentence)

At the end of day, Musk bought the thing so I suppose he can do anything he wants with it as newspaper owners have done in the past or as the Murduch does now, but it's a shame since it's a bullhorn that spreads lies and disinformation.

Overall, a well written and researched book that will no doubt irritate Musk fans and conspiratorial right wing fanatics.

[JR Smith · Rating 2 out of 5]

The book doesn't offer many insights beyond what was already available online through the news or just by existing on Twitter during this period. That alone wouldn't merit going down to 2 stars. What I did find odd was that we heard from the right wing US perspective of why Twitter was a problem, the book barely touched on criticism from any other sectors and it was mostly through the lens of the workers. Between that and the kid gloves applied to Elon (his childhood was just like any other boy in South Africa, really?) it's hard to think that this book is as thorough as it could have been. It leaves me wondering if in the rush to be the first out with a book, Wagner may have been better off waiting for the dust to settle and building a more robust narrative. I can't really recommend this one as is.

[Scott Budman · Rating 4 out of 5]

This is a terrific tech journalist telling a terrific story about one of the nuttiest (and most written about) Silicon Valley companies in awhile - and that's saying something.

If you follow tech news, you likely know about Elon Musk's efforts to buy and run Twitter (which is now officially called X). But there are a ton of details to be told, and Kurt Wagner talks to a whole lot of people about what really happened along the way, and even manages to bring us up-to-date details on some of the recent events, tweets, and controversies.

If you can't get enough of this company, which is crucial for news but honestly gets a lot more attention than it deserves (largely because of Musk's tweets), welcome to the club. And this book is a must-read to stay up to date on everything Twitter/X.

[Hannah · Rating 5 out of 5]

Wagner does a masterful job of making a complex story easy to understand and follow, while still providing detailed information. He carefully follows Twitter's twists and turns, while giving valuable insight into Dorsey's mindset and Musk's mayhem. Neither of these tech titans is an easy figure to parse, but Wagner relies on well-sourced reporting to present a clear and thoughtful picture of what went down in this tumultuous deal. I highly recommend this book to readers looking to learn more about Twitter and tech, as well as industry experts-anyone can learn something new from Battle for the Bird.

[Abhishek Dafria · Rating 4 out of 5]

Just the way you would want to know how a corporate takeover drama unfolds ! And a drama no lesser than the buyout of Twitter by the king of drama, Elon Musk. The book narrates the entire journey of Twitter - from its origins to where it is now. Much of it would be known to you because a lot of the saga unfolded in public’s eyes. And yet this book gives a thrill of following the entire set of events in a perfectly structured format written by Kurt Wagner who has been tracking the company for a long time. The battle for the bird is not over yet and maybe a version 2.0 of this book would be due some years from now…

[Taylor · Rating 5 out of 5]

This book was excellent! It is common to get bored with books like this that have corporate lingo. However, I did not feel that way at all. Maybe it’s because it is written by a journalist, arguably, some of the best storytellers come from that profession. Maybe it’s just that Twitter’s history is so interesting that it makes for a great story. Either way, I have nothing bad to say about this book. I think it’s a book that anyone can enjoy, even if they are not on social media or are not in the corporate world.

[Kevin Conklin · Rating 5 out of 5]

This non-fiction literary masterpiece has a cohesive storyline that keeps you on the edge of your seat as it documents the rise of Twitter and its following tumultuous course to be a successful business. An easy page-turner with incredible, exclusive access to the highest/most powerful employees at Twitter. I'm in awe of the wealth of information Wagner is able to obtain and synthesize this into a compelling story. I highly recommend. I will be eagerly waiting for Wagner's next book!

[Stephanie Mock · Rating 4 out of 5]

Kurt Wagner did a phenomenal job telling the behind the scenes story of Twitter, keeping it an intriguing page turner. I learned so much within this book that I had absolutely no clue about. If you’re interested in learning about all the unfolded mishaps within Twitter’s foundation and how it came to be X in the long run, this book is for you!

[robert · Rating 3 out of 5]

Audio. For the record: Not a Twitter user. But was interested in the end game with Musk. I must say the first half of the book was rather boring, ergo the 3 stars. The second half was much more interesting (as I hoped it would be) about how Musk handled buying and screwing up Twitter. Way too much sidebar info about Musk's life which was available elsewhere.

[C Maddux · Rating 5 out of 5]

An excellent non-fiction book that moved quickly. It's well-researched and well-written. Spotlighted two similar but different personalities, Jack Dorsey and Elon Musk, neither of them very likeable. I was a Twitter user and I loved it. When it became X, it lost its soul. I found this book very relevant to what's happening with free speech and censorship today. I recommend this book.

[Sudhagar · Rating 4 out of 5]

Superb well rounded and comprehensively sourced book. The writer tries his best to be impartial and objective and has interviewed dozens of people to get a 360 degrees view of the story. Kurt Wagner knows the business world well and as such writes with confident and authority.

If you want to know the inside story of the Twitter takeover, this is the book to read.

[Burcu Basar · Rating 2 out of 5]

Although this is a well written book, it basically offers a very surface level summary of what is already widely available online about the whole Twitter saga. There were not many additional insights.