At Twitter, placing in lengthy hours apparently pays off large time.
Just 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 an eye fixed masks.
“When your workforce 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 reports that employees were 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 per week, so why trouble?
But now it looks like Crawford is having the final giggle. A narrative within the Financial Times stories that for the reason that sleeping bag incident, Crawford has “become among the most influential leaders left from the old guard,” based on former and present Twitter staffers.
An opportunity encounter with Musk
Before Musk took over Twitter, Crawford, 39, was a mid-level worker, however that modified partly due to the Twitter picture 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.
But Musk will need to have preferred 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 lately appointed chief govt of Twitter Payments, and insiders say she’s a part of Musk’s interior 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 energy needed to help transform Twitter’s flailing business,” based on FT. “To other former employees, she is reviled as a sycophant and opportunist.”
Crawford is thought for her excessive vitality and her self-empowering posts on Twitter.
If you are 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. Before 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 plenty of guidelines (cannot minimize hair, no make-up, no pants, no television, no secular music, and so on) and hierarchical management. We believed it was the “end times” so I lived in concern of doing something fallacious & 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. But in a latest tweet, Crawford created a ballot asking if it was higher to look in media with false data about you and a fantastic picture or with truthful data and a foul picture.
Imagine you seem in media protection. Would you quite:
1) the information is correct & you sound nice, however it incorporates a really horrible picture of you
2) the information is inaccurate & you come throughout negatively, however you look nice within the picture
Choose one – you may’t have each. ?
— Esther Crawford ✨ (@esthercrawford) January 20, 2023
The viewers voted in favor of “accurate and positive info.”