# Professor Luke Williams argues that Twitter needs to build a culture of innovation in order to thrive

1 Faculty News February 10, 2016 ![Bloomberg logo](/sites/default/files/styles/246w/public/assets/images/bloomberg192x144.jpg?itok=yV529lwz)>

Excerpt from [Bloomberg](http://www.bloomberg.com/news/videos/2016-02-10/what-to-expect-when-twitter-reports-earnings) -- "What I think is going on is there's a cult of personality problem. Basically Jack \[Dorsey\] wants to be to Twitter what Steve Jobs was to Apple, meaning the founder who comes back to save the company and normally, it's assumed that a charismatic CEO can motivate the rank and file and the rest of the company to innovate. I think it has to be deeper than that. Jack has to actually build a culture where everybody is innovating and contributing."

[Watch the video](http://www.bloomberg.com/news/videos/2016-02-10/what-to-expect-when-twitter-reports-earnings)