The good ol' days at Twitter may be gone. The social media site with 316 million users lags pretty far behind other social sites, like Facebook (1.5 billion users) and Facebook-owned Instagram (400 million users).
Twitter's bigger problem may just be that it lacks a clear-cut place in the social media universe. It's not a search site like Google, or an all-day hangout like Facebook, or a place to post photos like Instagram, or even a disappearing chat like Snapchat.
Twitter's unclear place in social media has hurt it, seriously in fact. This year, it's stock market value is down 20%, and it went through a long stretch with no CEO earlier this year.
Which is why Twitter is ramping up its competitive side, including hiring away Omid Kordestani from Google this week. Kordestani was Google's highest-paid employee, with salary, stocks and other incentives valued at some $130 million. A year.
More than that, Kordestani is described by many people as the "soul of Google." He was an original employee at the No. 1 search engine, and his return last year to that company after he had left the company five years earlier, which was widely seen in Silicon Valley as a critical move by Google to strengthen its executive team.