Elon Musk's X: A Bold Reimagination of Twitter

Elon Musk has bought and is working to rebrand Twitter, arguably crushing 17 years of brand equity. What exactly is he thinking?

We have arrived at an interesting place in human history where what we might call sense-making apparatuses in our society and culture are breaking down. In fact, many would argue that they have broken down. The political parties, the universities, and indeed the education system at large have stopped making sense. One might consider this list incomplete…