The New York TimesThe New York Times

What Elon Musk is doing to Twitter is what he did at Tesla and SpaceX

By Ryan Mac and Jack Ewing

21 Nov 2022 · 5 min read

Editor's Note

Elon Musk thrives in “existential circumstances,” say people who’ve worked with him. The NYT reports that what’s happening at Twitter is part of an old playbook. But that doesn’t mean it will work.

Elon Musk was sleeping at the office. He dismissed employees and executives at will. And he lamented his company was on the verge of bankruptcy.

That was back in 2018 and the company was Tesla, as Musk’s electric automaker struggled to build its mass-market vehicle, the Model 3.

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