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  • Writer's pictureBy The Financial District

Fired Exec: Musk Burning Twitter With "X" Rebrand

Esther Crawford, Elon Musk's former lieutenant at Twitter, took a swipe at the billionaire after he announced plans to change the product's name to "X" as she posted "Corporate seppuku: destroying your own product or brand" on “X” on Sunday, Grace Kay reported for Business Insider.

Photo Insert: Crawford, who reportedly slept on the floor at Twitter headquarters as she worked overtime, was also fired by Musk.



Seppuku is an ancient form of ritualistic suicide in Japanese culture.


The process involves stabbing oneself in the stomach with a sword and is often committed by warriors who had been defeated in battle and "chose to avoid the dishonor of falling into the hands of the enemy."



Crawford included a sketch of a warrior appearing to follow the ritual in her post.


"Usually committed by new management in pursuit of cost-savings due to a lack of understanding about the core business or disregard for the customer experience," Crawford wrote, referring to the thousands of Twitter staffers Musk fired after taking the social-media app private last year.


All the news: Business man in suit and tie smiling and reading a newspaper near the financial district.

The billionaire has cut the company's workforce in half since taking over. Crawford, who is said to have slept on the floor at Twitter headquarters as she worked overtime, was also fired by Musk.





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