Thread by @thefernandocz

In 2014, Microsoft was imploding.

Their $7.2B Nokia purchase was a disaster. Windows 8 was failing. Their culture was toxic.

Until they hired ONE man who would transform Microsoft into a $3 TRILLION empire...

Here's the full story:

2013: Microsoft was struggling.

The tech giant that once dominated computing had lost its way.

Windows 8 was a disaster. The $7.2B Nokia acquisition would soon be written off.

And a toxic culture was destroying the company from within:

Inside Microsoft's walls, fear ruled supreme.

Teams sabotaged each other thanks to stack ranking - a system that forced managers to rate some employees as underperformers, even if everyone excelled.

But something even more devastating was happening...

The company had become dangerously arrogant.

When open source threatened Windows' dominance, their response shocked the industry:

Their CEO called Linux "a cancer."

The stock hadn't moved in 10 years. Microsoft was dying.

Then everything changed:

Enter Satya Nadella.

His journey to CEO wasn't typical — since joining in 1992, he'd held an unusual philosophy that would save Microsoft.

Nadella believed every role was "the greatest job on earth."

No position was a stepping stone. Each day was a chance to learn.

The effect?

This mindset of constant curiosity would transform Microsoft.

His first move stunned everyone: Ending stack ranking.

Next, he declared war on Microsoft's "know-it-all" culture. In its place?

A "learn-it-all" mindset where:

• Experimentation flourished
• Failure became acceptable
• Teams collaborated freely
• Learning was celebrated

But his next decision was even bolder:

2015: Nadella did the unthinkable.

He put Linux—Microsoft's sworn enemy—on Azure cloud.

The same technology they'd called "cancer" was now running on Microsoft servers.

His explanation revealed a revolutionary insight:

"It's better to be present on a platform than to think you can bring your platform to everything."

This simple idea sparked a revolution at Microsoft:

• They open-sourced their crown jewels
• Embraced competitors' tech
• Bought GitHub for $7.5B

But Nadella's masterpiece was yet to come:

While Amazon pushed all-cloud and Oracle clung to on-premise solutions, Nadella saw a different path.

He created something revolutionary. A bridge between worlds.

The result? It would transform enterprise computing forever:

Microsoft's hybrid cloud strategy.

It let companies:

• Keep sensitive data on-site
• Move at their own pace
• Migrate gradually
• Stay in control

Azure's revenue exploded. But the real lesson wasn't about cloud computing at all:

Nadella had discovered something profound about transformation:

Trust builds slowly. Change happens gradually.

You have to meet people where they are.

This insight extends far beyond Microsoft...

Today's founders face a similar crossroads.

The old playbook of secrecy and control is dead. People — especially this generation — crave authenticity and vulnerability.

That's why there's an opportunity most are missing:

For today's founders, personal content is a huge unlock.

It taps into the shift to authenticity.

So build in public, create content & share your story. That's how you can embrace the same tailwinds that revived Microsoft.

A personal brand becomes a 24/7 growth engine:

You'll get:

• Business opportunities
• Perfect-fit customers
• Top talent

On autopilot as you build trust at scale. All because, like Nadella's Microsoft, you chose openness over secrecy.

Ready to transform your business?

Founders: We’ll build your entire personal brand on 𝕏 without you lifting a finger.

To date, we've already helped 60+ founders get 2 Billion combined views.

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Thanks for reading! A bit about me:

1.5 years ago, I quit my job to build personal brands for incredible founders on 𝕏.

We've since grown to a team of 20+ across the world.

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