--- title: Can you name someone with a harder job than Linda Yaccarino? We can’t - The Hustle description: The new CEO of Tw — uh, X — takes on antsy advertisers, angry users, and a capricious boss. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/19829585-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-yaccarino_20230724220332.webp --- # Can you name someone with a harder job than Linda Yaccarino? We can’t ![Ben Berkley](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Ben Berkley](https://hs-sbup.thehustle.co/author/ben-berkley) Published: July 25, 2023 Updated: October 11, 2023 People have been saying “RIP, Twitter” for months, but now it isn’t just some melodrama — Twitter is *actually dead*. ![Linda Yaccarino](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/19829585-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-yaccarino_20230724220332.webp?width=595&height=400&name=19829585-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-yaccarino_20230724220332.webp) Elon Musk started the week with a hasty rebrand to X that got the internet outrage machine firing on all cylinders. And justifiably so: - **Twitter wasn’t just a brand; tweeting was a verb:** In the same way a tissue is a Kleenex, Twitter owned the action of posting on social media. That’s the branding “holy grail,” as a market research expert [told](https://www.nytimes.com/2023/07/24/technology/twitter-x-elon-musk.html) *The New York Times* — and in a quick flurry of tweets (Xs?) from Musk, that cultural hold was flushed away. - **The X logo is just a decades-old unicode character:** “I’m looking forward to Twitter attempting and failing to trademark their new logo,” one academic [wrote](https://arstechnica.com/tech-policy/2023/07/musk-rushes-out-new-twitter-logo-its-just-an-x-that-someone-tweeted-at-him/). The logo may be “interim,” [per](https://twitter.com/elonmusk/status/1683171310388535296?s=20) Musk, but that wouldn’t be great news either — it suggests another disorienting rebrand ahead for users. - **The switchover was rushed: **So much so that “Twitter” and “tweet” [remain](https://twitter.com/leederca/status/1683433642079686656) all over the place. The name and logo changed; to date, not much else on the site has. Except for the vibes… - **People considering an exit were given another reason to seek one out:** Already faced with the threat of Meta’s [~185m](https://techcrunch.com/2023/07/21/threads-in-decline-dont-count-out-instagrams-new-twitter-rival-yet/)-user Threads, X has given new life to competitors Mastodon ([surging again](https://techcrunch.com/2023/07/24/as-twitter-destroys-its-brand-by-renaming-itself-x-mastodon-usage-numbers-are-again-soaring/)) and Bluesky, which [trended](https://techcrunch.com/2023/07/24/what-is-bluesky-everything-to-know-about-the-app-trying-to-replace-twitter/) post-rebrand. BTW: Can anything “trend” anymore? Twitter’s 15 years of shared language is out, adding to the chaos. #### **This rebrand-on-a-whim move…** … isn’t making CEO Linda Yaccarino’s job any easier. She’s less than two months into a tenure meant to convince advertisers the company is stable and disciplined enough to be a good business partner. All of this isn’t about to help her with that tall task. Yaccarino is a seasoned pro, as seen in her [framing of the X rebrand](https://www.cnbc.com/2023/07/24/read-ceo-linda-yaccarinos-message-to-twitter-staff-about-the-rebrand-to-x.html), but it’s a challenge for anyone to work on the defensive every day. She’s had limited time to put her own stamp on the company — one her boss keeps literally changing overnight. Here’s hoping the rebrand at least came with some notice for Yaccarino, [unlike](https://twitter.com/BenMullin/status/1657113325199675407) the announcement of her hiring. Topics: [Twitter](https://hs-sbup.thehustle.co/tag/twitter) ## Follow us on social media prev next - ![Even without that giant ‘X’, there’s still a lot of light pollution](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1218946738-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-lightpollution_20230731220428.webp) ### Even without that giant ‘X’, there’s still a lot of light pollution - ![We tried Threads, Meta’s Twitter competitor](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1037422333-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-threads-meta_20230706225014.webp) ### We tried Threads, Meta’s Twitter competitor - ![Is this exactly what Elon Musk wanted?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1349857922-HS-News-Brief_2022-12-19T003446.776Z.webp) ### Is this exactly what Elon Musk wanted? - ![One fake Tweet may have cost Twitter a lot](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1854753406-HS-News-Brief_2022-11-15T004910.531Z.webp) ### One fake Tweet may have cost Twitter a lot - ![What’s happening with Twitter?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/523835087-HS-News-Brief_2022-11-01T010009.526Z.webp) ### What’s happening with Twitter? Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. JOIN FREE ### 100% Free CRM Nurture and grow your business with customer relationship management software. Signup for a free account Close modal ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Ben Berkley", "url" : "https://hs-sbup.thehustle.co/news/author/ben-berkley" }, "datePublished" : "2023-07-25T21:51:25.000Z", "headline" : "Can you name someone with a harder job than Linda Yaccarino? 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