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Goodbye, Twilio –

Goodbye, Twilio –

2023-06-18 12:34:01

As of this week and after nearly 4 years, I am not a Twilio worker anymore. I am penning this whereas I work by means of a variety of conflicting feelings, and attempt to adapt to new every day routines with out Twilio in my life. Earlier than you soar to conclusions let me make clear that I’ve not been laid off. The choice to depart the corporate was mine alone.

Once I joined Twilio in 2019, that is how the corporate introduced itself to the world, as seen by means of the well-known billboard on the 101 freeway in San Francisco:

Twilio - Ask Your Developer

The three phrases on this billboard are presumably the most effective advertising campaigns of all occasions (I am not the only one who thinks so). With such a easy message, Twilio established itself as an organization for and by builders. Regardless that I by no means lived in San Francisco, I visited for work and pleasure numerous occasions, and have all the time thought-about the Twilio billboard a welcoming landmark as I drove from the airport to the town. Once I finally joined Twilio, it was a dream come true for me.

You possibly can see within the image above that there’s some further textual content in small print to the suitable of the Twilio emblem. By means of the years this billboard has been up, just a few totally different messages appeared in that a part of the signal. The 2 most used had been:

  • Voice, SMS, and Video APIs
  • The Cloud Communications Platform

These complemented the three-word shout-out to builders, and helped cement Twilio’s place because the chief in developer-friendly communication APIs.

Early in 2023, the billboard was given a full redesign. That is the way it appears as we speak:

Twilio - Reduce Your Acquisition Costs

I might danger that now most vacationers on the 101 are confused by this signal and neglect they noticed it a second or two after passing it by. The message within the backside proper of the billboard, which now reads Buyer Engagement Platform can also be, for my part, too obscure and fewer indicative of what the corporate stands for.

The modifications made to the billboard are literally a mirrored image of the interior modifications which might be ongoing inside Twilio. Earlier than, the corporate was laser-focused on serving to builders change into the heroes of their corporations by equipping them with best-in-class APIs to unravel their communication issues. Now, the targets have shifted and the imaginative and prescient is just not as clear because it was, a lot that the brand new billboard wants an explanatory blog post.

Sadly, us builders usually are not on the heart of the whole lot anymore at Twilio. The brand new Twilio needs to assist corporations gather, use and even make up buyer information, all with the purpose to drive extra gross sales. For me it was straightforward to establish with an organization that helps individuals talk. My views on on-line privateness, nevertheless, make it troublesome to search out alignment anymore.

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So that is it for me, then. Goodbye, Twilio. And thanks.

Regardless of two rounds of mass layoffs and a few attrition, a lot of my buddies and colleagues are nonetheless employed and proceed to be superior as they adapt to new firm targets. I do not know what is going on to occur sooner or later, however my hope is that those that are staying are capable of assist Twilio discover its approach again to greatness.

What’s Subsequent?

I am positive you need to know what the longer term has in retailer for me. The brief reply is I do not know but. My plan is to take my time to search for a brand new nice firm with a developer-first tradition that wishes to have me. Do you may have any leads? Be sure you let me know!

Within the meantime, I will have some further time to dedicate to my open source projects. I am additionally making a while to work on brief or medium-term tasks on a contract foundation, so when you or your organization have one thing you assume I will help you with, I will be very happy to speak with you. See my Consulting web page for particulars.

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