That’s what Twitter is going through right now. Elon Musk is administering shock therapy to a company that’s had one of the most lethargic pace settings in the industry for years on end. To illustrate, we once had a designer at 37signals who had worked at Twitter previously. This person had spent over two years at Twitter and never shipping anything. It was mockups, meetings, and then eventual cancelations that propelled life in the product group at that time. Evidence of a company pace setting so depressingly low as to be scarcely believable.