It's imperative for managers to commit to tough decisions in three areas: product, organization, and stakeholders.
—like Epic Games, Spotify, Netflix, Airbnb, Facebook, and news publishers—who have the same interest in taking on Apple. And as for the advertisers, they may not be the right partners in Musk’s vision for a chaotic lightly moderated town square of free speech. The challenge for Musk will be carefully choosing which battles not to fight.
As we said before, most managers fail at strategic change. So, we frequently advise executives and our students from even getting themselves into this situation. Thebiggest fault we find with Musk’s acquisition of Twitter is that he should have accounted more for this challenge in pre-deal due diligence .
But we shouldn’t judge the rough period today too soon. The turmoil today is necessary for the potential of change tomorrow—and successful change is possible. And so the rough period is expected and necessary. The only question is whether or not the company will fail before Musk succeeds in the transformation. Most managers would fail at this, but Musk has repeatedly surpassed our expectations before on all kinds of amazing feats.
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