To combat fiefdoms and approval bottlenecks slowing experiments, Costolo implemented a "bias to yes" policy. Only a direct manager or legal could block an initiative, empowering teams to act without seeking permission from other departments.
Costolo argues against the common reaction to add process steps to prevent future mistakes, which leads to bloat like 17-page launch checklists. Instead, he advises assigning a clear DRI and managing for outcomes, not adherence to processes.
To combat methodical slowness at Twitter, Costolo's first move as CEO was to end consensus-based decision-making. He pushed ownership down the org chart to individual leaders, holding them accountable and dramatically increasing the cadence of execution.
To foster a culture of risk-taking and speed, leaders must accept that their role is not to prevent all errors. Instead, they should focus on creating an environment where mistakes are surfaced quickly and corrected without punishment, which is a key artifact of empowerment.
Costolo coached tactical directors to become strategic leaders using a "forestry management" metaphor. Instead of just stamping out daily fires, their job is to map the entire territory and architect the system to be more resilient and prevent fires over the long term.
To combat managers avoiding tough conversations by moving underperformers to other teams (a practice he calls "transpiring"), Costolo implemented a rule. If an employee's performance review was below a certain threshold, they were barred from switching teams until their performance improved.
Dick Costolo drew a direct line between a messy office kitchen and site instability. A culture where employees leave dirty dishes thinking "someone else will clean it up" is the same one that leads to engineering problems being ignored, causing crashes.
Costolo adopted a Steve Jobs tactic from Pixar: holding skip-level meetings with individual contributor teams without their direct manager in the room. This allowed him to get unfiltered feedback on what was and wasn't working, and to check for alignment on priorities.
Citing advice from coach Bill Campbell, Costolo advises leaders to write down tough feedback verbatim the night before. In the meeting, they should deliver that exact message without adding softening fluff, then sit with the silence. Most leaders fail to do this.
Using the example of ISIS-posted execution photos, Costolo illustrates why rigid content moderation rules are impossible. When the New York Post published the same photo that got terrorist accounts suspended, it showed that context and speaker identity demand subjective judgment, not a simple rules engine.
Costolo highlights that there's no single path to success by contrasting Steve Jobs's philosophy of being an "editor in chief" who says 'no' with Jeff Bezos's opposing view: "I like to do everything." Both built generational companies, proving many models can work.
To prevent his identity from becoming enmeshed with his job title, ex-Twitter CEO Dick Costolo had a personal rule: he would only attend events where he was invited as "Dick Costolo," not as "the CEO of Twitter," to ensure his self-worth wasn't tied to the role.