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Twitter Inc (Twitter) was founded in March of 2006 in San Francisco, California, by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams. In October of 2022, billionaire entrepreneur, Elon Musk, acquired Twitter for 44 billion US dollars after a turbulent months-long negotiation process. Twitter revolutionized social media with its unusual 140 character limit, and it quickly became one of the most utilized platforms worldwide, including by business leaders, Presidents and prominent political figures, celebrities, and corporations. After the acquisition, the company underwent a complicated restructuring process, with Elon Musk firing top executives, laying off approximately 50% of the company's personnel, and reinstating several public figures who had been banned from Twitter for violating its policies relating to hate speech and misinformation. The layoffs raised many red flags about Twitter's capacity to retain key employees in core functions (eg, critical engineering teams) and resulted in a number of service outages over a period of several weeks. Musk, and his successor as CEO, Linda Yaccarino, had a challenging future ahead of them, as they would need to answer some critical questions, such as: how to structure a smooth change management process that preserves the operation of vital functions while retaining critical human talent? What kind of culture they wanted to foster at Twitter under their leadership?