Esther Crawford, a former Twitter director, conveyed to Elon Musk her worries about burnout in the team, emphasizing, 'I don't want to push the team to die over this.' Her concern mirrored broader issues in the evolving work culture at Twitter post-acquisition.
Crawford's viral photo of sleeping at Twitter's office became symbolic of the chaotic work culture under Musk's leadership. Despite the glamour of hustle culture, she later stated, 'Building new things at Twitter's scale is very hard to do.'
The backlash following her viral photo prompted Crawford to express gratitude for her family's understanding, acknowledging the need for 'overdrive' during intense work periods, yet advocating for a sustainable work environment.
As Twitter revamped its verification system under Musk's pressure, Crawford identified the high stakes involved. In a moment of restraint, she voiced her concern about the dire implications of pushing her team too hard.
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