Lessons from the Twitter Takeover: Five Principles for Leading During Times of Change and Uncertainty

In April 2022, like many Twitter employees, I discovered Elon Musk's bid to buy our company on the very platform we worked for—Twitter. This news sent shockwaves through the world and the company, plunging Twitter into an unparalleled era of tumult and uncertainty for the next six months while we waited to see if the deal would close. 

The lessons I learned during the takeover of Twitter aren't just exclusive to this unique situation. Many leaders can use these principles to navigate times of uncertainty and profound change, especially in times marked by major global events and economic turbulence.

1. Communicate What You Don’t Know

Great leaders communicate not only what they know but also what they don't. It's a common misconception among employees that leaders possess all-encompassing knowledge. When people believe their leaders are concealing information, it’s human nature to fill the gaps with worst-case scenarios. When leaders are transparent about the boundaries of their knowledge–vulnerable and open–and outline how information will be disseminated, they can foster trust and alignment. Most importantly, they can create conditions where individual team members thrive, even amidst uncertainty.

2. Chart the Course Forward

Leaders can establish credibility not only by acknowledging uncertainties but also by offering potential solutions and productive perspectives and inviting the team to participate. It's not about imposing one's ideas but rather presenting possible pathways forward and creating space for meaningful dialogue. A simple formula might be, "I don't have all the answers, but here's how I'm approaching it and managing the challenges…what do you think?"

3. Prioritize with Precision

During times of change, it's easy for priorities to become blurred amidst a sea of distractions and noise. Leaders must diligently reassess workflows and be unequivocal about what needs to be done and how operations should adapt to the new landscape. Clarity of prioritization and direction is a guiding light in the fog of uncertainty.

4. Respect Individual Journeys

Change and uncertainty affect individuals in a diverse range of ways. At Twitter, some employees were concerned about job security, while others were eager to work with Musk. Some were worried about mortgages, while others were excited about their stock value. People have various approaches, and diversity in reactions is the norm. Recognizing these differences, embracing adaptability, and navigating conversations with empathy are paramount.

5. Stay Curious and Detached from Outcomes

Uncertainty can be debilitating for everyone involved. It can also be exhausting. A valuable piece of advice I received was to "stay curious and detached from outcomes." Every experience, even the most challenging, holds value. If you’re open, there’s growth in every moment of chaos. My faith reinforced this wisdom. I had to recognize that I could only shape the things in my immediate control. All the other variables were out of my sphere of influence, and a higher power was writing the story. Accepting that dynamic was key.

Lauren Culbertson Grieco is the former Head of Public Policy & Government Affairs for the US & Canada at Twitter. She is the President of The Ledyard Group and a Senior Advisor at the Blue Owl Group.