I spoke with a host of former executives about Twitter's abrupt decision to shut down the beloved Vine.
“A couple of things plagued Vine, and it all stems from the same thing, which is a lack of unity and leadership on a vision,” said Ankur Thakkar, who was Vine’s head of editorial from 2014 until May of this year. He told me he was proud of the work the app did to highlight rising stars, including Ruth B, who earned a record deal after his team gave her a coveted “editor’s pick” award. But by the end the company was rudderless, he said. “That trickled down into all of the project teams and the things they were working on,” he said. “Vine didn’t ship anything of consequence for a year.”