In a recent episode of the Out of Office podcast, Lightspeed partner Michael Mignano sat down with Nikita Bier, the Head of Product at X (formerly Twitter). Filmed in Bier’s hometown of Redondo Beach, California, the interview offers a rare, candid look into the chaotic, high-stakes world of running product at one of the world’s most influential platforms.
Bier, famous for founding the viral apps TBH and Gas, discusses everything from his unorthodox hiring by Elon Musk to the specific growth hacks being used to revitalize a 20-year-old platform. Here is a breakdown of the conversation.
TL;DW (Too Long; Didn’t Watch)
- The Hire: Elon Musk hired Nikita via DM. The “interview” was a 48-hour sprint to redesign the app’s onboarding flow, which Nikita presented to Elon at 2:00 AM.
- The Role: Bier describes his job as “customer support for 500 million people” and admits he acts as the company mascot/punching bag.
- The Culture: X runs like a seed-stage startup. There are roughly 30 core product engineers, very few managers, and a flat hierarchy.
- Growth Strategy: The team is focusing on “Starter Packs” to help new users find niche communities (like Peruvian politics or plumbing) rather than just general tech/news content.
- Elon’s Management: Musk is deeply involved in engineering reviews and consistently pushes the team to “do the hard thing” rather than take shortcuts for quick growth.
Key Takeaways
1. Think Like an Adversary
Bier credits his early days as a “script kiddie” hacking AOL and building phishing sites (for educational purposes, mostly) as the foundation for his product sense. He argues that understanding how to break a system is essential for building consumer products. This “adversarial” mindset helps in preventing spam, but it is also the secret to growth—understanding exactly how funnels work and how to optimize them to the extreme.
2. The “Build in Public” Double-Edged Sword
Nikita is a prolific poster on X, often testing feature ideas in real-time. This creates an incredibly tight feedback loop where bugs are reported seconds after launch. However, it also makes him a target. He recounted the “Crypto Twitter” incident where a critique of “GM” (Good Morning) posts led to him being meme-d as a pig for a week. The sentiment only flipped when X shipped useful features like anti-spam measures and financial charts.
3. Fixing the Link Problem
One of the biggest recent product changes involved how X handles external links. Historically, social platforms downrank links to keep users on-site. Bier helped design a new UI where the engagement buttons (Like, Repost) remain visible while the user reads the article in the in-app browser. This allows X to capture engagement signals on external content, meaning the algorithm can finally properly rank high-quality news and articles without penalizing creators.
4. Identity and Verification
To combat political misinformation without compromising free speech, X launched “Country of Origin” labels. Bier explained that this allows users to see if a political opinion is coming from a local citizen or a “grifter” farm in a different country, providing context rather than censorship.
Detailed Summary
From TBH to X
The interview traces Bier’s history of building viral hits. He famously sold his app TBH (a positive polling app for teens) to Facebook, and years later, built Gas (effectively the same concept) and sold it to Discord. He dispelled the myth that he simply “sold the same app twice,” noting that while the mechanics were similar, the growth engines and social graph integrations had to be completely reinvented for a new generation.
The Musk Methodology
Bier provides a fascinating look at Elon Musk’s leadership style. Contrary to the idea of a distant executive, Musk conducts weekly reviews with engineers where they present their code and progress directly. Bier noted that Musk has a high tolerance for pain if it means long-term stability. For example, rewriting the entire recommendation algorithm or moving data centers in mere months—projects that would take years at Meta or Google—were executed rapidly because Musk insisted on “doing the hard thing.”
Reviving a 20-Year-Old Platform
The core challenge at X is growth. The app has billions of dormant accounts. Bier’s strategy relies on “resurrection”—bringing old users back by showing them that X isn’t just for news, but for specific interests. This led to the creation of Starter Packs, which curate lists of accounts for specific niches. The result has been a doubling of time spent for new users.
The Financial Future
Bier teased upcoming features that align with Musk’s vision of an “everything app.” This includes Smart Cashtags, which allow users to pull up real-time financial data and charts within the timeline. The long-term goal is to enable transactions directly on the platform, allowing users to buy products or tip creators seamlessly.
Thoughts
What stands out most in this interview is the sheer precariousness of Nikita Bier’s position. He is attempting to apply “growth hacking” principles—usually reserved for fresh, nimble startups—to a massive, entrenched legacy platform. The fact that the core engineering team is only around 30 people is staggering when compared to the thousands of engineers at Meta or TikTok.
Bier represents a new breed of product executive: the “poster-operator.” He doesn’t hide behind corporate comms; he engages in the muddy waters of the platform he builds. While this invites toxicity (and the occasional death threat, which he mentions casually), it affords X a speed of iteration that is unmatched in the industry. If X succeeds in revitalizing its growth, it will likely be because they treated the platform not as a museum of the internet, but as a product that still needs to find product-market fit every single day.
