Understanding what's really going on inside a company under fire is tricky because the people closest to the problems are usually the ones with the most to lose by talking frankly about them.
That's what makes Chris Sacca's insights on Twitter so valuable. Although he's no longer privy to management discussions, as one of Twitter's first, biggest and most involved investors, Sacca probably knows more about the company than anyone who's not a current executive or board member. And while others in his position might be reluctant to air their concerns publicly, Sacca has shown he's not afraid to burn bridges with the people who've made him a billionaire.
Two weeks ago, Sacca declared that he was planning to "post a few things that I personally hope the Twitter team will accomplish." On Wednesday, he followed through, with an 8,000-word manifesto laying out what he thinks the company's priorities ought to be across a number of product areas.
"I am not here to slam the company nor the team. I am not an activist investor," he wrote. "I want this company to succeed."
To do that, Sacca said, it needs to achieve three key objectives: "1. Make Tweets effortless to enjoy. 2. Make it easier for all to participate, and 3. Make each of us on Twitter feel heard and valuable."
Many of the concrete suggestions he offered for achieving those aims, such as surfacing tweets in order of relevance rather than chronology, are things Twitter has already been working on for some time. Some of them are more novel, such as the idea that Twitter should encourage passive users to create more content by prompting them with quizzes and polls.
Sacca also predicted that Periscope, the new livestreaming app Twitter bought earlier this year, will become a "YouTube scale business" -- but only if it starts archiving all the videos its users create instead of deleting them after 24 hours.