Twitter has a problem that goes back to when it first started: People either "get it" or they don't. Sure Twitter boasts 300 million active users, but there are a billion more people who look at Twitter and ask, "Why would I use this?"
It doesn't help that new users face a learning curve on using the service. For example, you'll need to know how to use hashtags, retweet etiquette, fitting what you want to say into the character posting limit, the best ways to post images and more.
Not only that, some of the things you hear Twitter is good for, like getting up-to-the-second breaking news, requires a fair bit of work to get a payoff. If Twitter wants to keep growing, it needs a new way to attract people.
It may have found that way with Project Lightning, which should be rolling out later this year. So, what does it bring to the table?