by Nick Bilton
Across the way, inside Ev’s messy apartment, that wasn’t the case.
When Noah arrived at Ev’s place, they would listen to music together, sharing this idea for that and that idea for this. Often Ev just watched and smiled, his head moving side to side like a windshield wiper as this animated character paced in his living room discussing concepts that could eventually turn into real things.
As their friendship progressed, Ev confided to Noah why Blogger was now working out of Ev’s kitchen and not the office that it had graduated to earlier that year.
“You can’t tell anyone,” Ev said.
“Of course, of course, I won’t!” Noah replied with glee. “I promise.”
Ev explained that Google had approached Ev to buy Blogger. There were over one million blogs hosted on Blogger at the time, and Ev was at a crossroads: He could either take investment money from people in Silicon Valley or, if Google really followed through with the deal, sell for “potentially millions of dollars.” As the lease to the detective’s office had ended, Ev and his employees decided to move back to his apartment before deciding what to do next.
Noah was brimming with pride and excitement at the news. It meant that Ev, who was often so broke he could barely afford to eat, would become so rich he would never have to worry about a meal again. Over the next few months Noah watched Ev anxiously signing papers—with Goldman helping him—waiting to hear if the deal would go through.
Then, on February 15, 2003, he got the call. Evan Williams had found gold. Tens of millions of dollars in ones and zeros.
“The buyout is a huge boost to an enormously diverse genre of online publishing that has begun to change the equations of online news and information,” wrote the San Jose Mercury News reporter who broke the news of the deal. “Part of that vision, shared by other blogging pioneers, has been to help democratize the creation and flow of news in a world where giant companies control so much of what most people see.”
Although Ev wouldn’t receive the millions of dollars from the buyout straightaway, he was given a small check to start that was just enough to buy a flashy new Subaru (again, bright yellow). Before he drove away from the car dealership he slapped a square orange Blogger sticker on the rear bumper.
The Blogger team moved to Google’s fancy campus, with free food galore, and Ev became famous. At least slightly nerd-famous among an esoteric group of San Franciscans. People started to recognize him at tech events as he was featured in more blogs and news articles.
Noah had since taken his pirate-radio project and refocused it to work with Blogger, writing an application called AudBlog, or audio blogger, that allowed anyone to post voice-based posts to blogs from a phone. Google’s acquisition meant more attention for Noah’s project too.
Before long, through discussions with friends, Noah decided to turn AudBlog into a start-up, and as soon as Ev started cashing out his Google stock, Noah asked if he would invest a few thousand dollars to help kick-start the idea.
“I’m happy to,” Ev said sincerely, “but I really appreciate our friendship and don’t want me investing, or us working together, to affect us being friends.” After all, Ev had been down this road before, losing all of his friends when Pyra and Blogger had imploded a few years earlier.
“Come on!” Noah said confidently. “We can work together and be friends too.”
He finally wore Ev down, convincing him to fork over the money he needed to get started. Noah took off on the project, posting a freelance job listing for a start-up called Citizenware. A few e-mails started to trickle in from programmers applying for the gig, but one stood out. It was from a hacker who knew “Ruby on Rails,” a hip new programming language. After a few back-and-forth e-mails, an interview was arranged at a coffee shop in the Mission.
The interviewee introduced himself as Rabble, even though his real name was Evan Henshaw-Plath. He was tall, his head and shoulders leaning forward slightly as a drunk slouches on a pole to keep from falling to the ground. “Tell me about yourself,” Noah said, his arms crossed. Rabble explained that he was only in San Francisco for a short time with his fiancée, Gabba, so they could save money to continue traveling and going to political demonstrations and protests around the world. This, Rabble explained, was their “full-time” job. But they were not your traditional protesters: They were hacktivists, part of an emerging group of protesters who used laptops instead of picket signs and blogs instead of bullhorns and who marched down the Internet instead of paved streets. Rabble told Noah he planned to work for only a few weeks, then hit the road again, looking for another protest to join and another way to tell “the man” to go fuck himself. He had just wrapped up assisting protesters involved in the 2004 presidential elections, he explained, and once he saved money from this new gig, he would set out for South America to wreak digital havoc on a government there.
Noah wasted no time talking excitedly about his new audio-blogging project, which was a musiclike service that would make it simple for anyone to make and share podcasts, which could be downloaded to the relatively nascent Apple iPod. Noah also spent a solid part of the interview speaking effusively about Ev, his involvement, and how he was the real deal.
Rabble had a thick, long, reddish beard with strands that seemed, like Rabble, to go in any direction they pleased. As Noah spoke, Rabble listened, caressing his messy whiskers tightly with his left hand—a Rabble trait—moving his fingers downward from his chin like a baker squeezing the last drop of frosting out of an icing bag.
Rabble told more stories of his protests and hacking over the past few years: of Boston, New York, Italy, Seattle; about his assistance with May Day, the anticapitalist riots in London where protesters had constantly evaded police using mobile tools Rabble had helped build. He hadn’t actually gone to London, of course, especially after being arrested and deported from Prague for protesting there. Instead he had assisted with May Day from the comfort of a cubicle at Palm, Inc., the maker of the PalmPilot, where he was freelancing, using the company’s servers and computers (without his supervisors’ knowledge, of course) to cause havoc for the bankers, who used, well, PalmPilots.
Story time was interrupted when Ev showed up. He slid over a chair and sat quietly watching Noah, who became self-conscious and straightened his back. Ev interjected a few times with questions about Rabble’s coding skills and work habits. As Ev stood up to leave, he pursed his lips and gave Noah a blasé nod of approval.
Rabble and Noah stayed and talked for a while longer. As they wrapped up, Rabble asked why the new company was called Citizenware.
“Oh,” Noah said, pausing momentarily, then leaning forward. “The project is really called Odeo; ‘Citizenware’ is just a code name,” he whispered. “Ev’s pretty high profile, so we don’t want anyone to know what we’re working on.”
Rabble left the coffee shop, certain he would be hired for the job, then went home to tell Gabba about the plan. As expected, Rabble’s “home” wasn’t traditional. The couple lived in a two-hundred-dollar Volkswagen van that was parked on Valencia Street. It had a dented, decaying yellow exterior, where each day the rust spread like an unrelenting ivy.
For the first few weeks the official Odeo office wasn’t very official. Coffee shops around the city became the vagabond start-up’s makeshift workplaces.
Building a start-up is a lot like building a house, as Noah soon learned, so he recruited more laborers to help. Noah outlined the site’s business plan: He was the house’s architect. Rabble wrote the back-end code, the equivalent of the house’s plumbing and electrical. Then Gabba was recruited to help, building a desktop version of Odeo, essentially the house’s driveway and garage; and finally Ray McClure, a small, soft-spoken Flash developer who looked like he was in elementary school, was hired to work on the tools for the Web site—an interior designer, if you will.
At night, after a long day coding, Rabble and Gabba would leave the coffee shop of the day and become invisible as they slowly opened the sque
aky door to the van and quietly slipped inside, climbing over a jungle gym of ripped black leather seats and stained carpets. They would sleep on a makeshift bed built of plywood and rusty nails until the sun rose a few hours later, ushering in another day of tireless hacking.
As soon as Ev had managed to off-load all his Google stock, he quit with the goal of never returning to the company, or any like it. The Blogger team had been stuffed into a windowless conference room that was called “Drano” because it was so close to the bathrooms. He didn’t fit in with his programmer cohorts, who spent their lunch hours bragging about their degrees from prestigious schools. Those same programmers didn’t understand blogging, and Ev soon learned that the acquisition of Blogger was facilitated simply to place ads next to people’s blogs, not to try to further the cause of push-button publishing for the people.
But after Google, Ev wasn’t anywhere to be found at Odeo, either. He soon semiretired at thirty-two years old. His bank account had gone from a three-figure balance—often barely enough to cover his rent—to double-digit millions of dollars. For Ev, it was time to enjoy the good life, not get involved in another start-up. He began taking Italian cooking classes and exploring museums. He bought a house worthy of a millionaire with wide windows that overlooked San Francisco like a perched owl and a fast new car to put in the millionaire’s garage. He went on expensive vacations with his new girlfriend, Sara, whom he had met at Google during an office party.
But while Sara and Ev were becoming proficient in the art of spaghetti making, Noah and his troupe of programmers were toiling away, scrunched in the corners of coffee shops around the city, sitting on mismatched chairs, computer power cords weaving among mugs and torn sugar packets. A modern-day Beatles. Their instruments, laptops; their music, code.
Noah’s mind often moved frantically. His thoughts zipped around with the speed of a single firefly trying to light an entire darkened football stadium with its movement. Some thought it could be ADD, ADHD, OCD, or an alphabet soup of all three; it didn’t really matter: This was Noah. He had always been this way.
Once, in his late teens, he was picked up by the police in Bakersfield, California, because he was acting erratically. The cops believed he was tripping on mushrooms and methamphetamines. They cuffed him and threw him in a cruiser. Although Noah denied consuming anything more than a few cups of coffee, the police booked him and tested him for every drug imaginable. Then he was stuffed into a jail cell for the night. The next morning the police found Noah in his cell, acting exactly the same as he had been the day before. He hadn’t done any drugs; he had been arrested for being Noah.
Every once in a while, Ev would appear in the coffee shop of the day and start asking questions. Noah, who was indebted to Ev for the money that had so far financed Odeo, had no choice but to answer. Before long, that fear of business ruining friendship started to come true.
Eventually band Odeo had moved to Noah’s small apartment. It took some convincing to get Noah’s wife, Erin, on board, but it would only be temporary, he assured her. She was not timid in showing her displeasure at the fact that her living room now housed a collection of unkempt programmers. (Rabble often sat programming with one hand, scratching his testicles with the other.)
Some mornings, the smell, the hand on the balls, the noise would percolate into a boiling fury for Erin. “Noah, in the bedroom,” she would bark. “Now!”
Like a child in trouble for not taking out the garbage, he would follow behind, his head dropped, his heart sad. There would follow a series of shouts from her, apologies from him, her heels banging down the hallway like mallets, the door slamming behind her as she left. He would always reappear in the living room as if nothing had happened, smiling, telling jokes, encouraging everyone to “keep kicking ass!”
As the year drew on, the Web-based podcasting site started to come together, yet the rest of the business quickly began to fall apart. Finances turned into fumes. The apartment situation also worsened, threatening Noah’s marriage, and before Noah knew it, he found himself with two options: either stop development of Odeo or ask Ev for more money.
Noah approached Ev again, asking for two hundred thousand dollars to take Odeo from an idea to a real business. Ev agreed to finance more of the project and eventually help secure funding from other venture capitalists, but only on one condition: that Ev become CEO. It wasn’t a coup as much as a compromise. For Noah, who was still very much a no-name in tech, it would mean that Ev, well-known and with tech street cred, would now be permanently attached to Odeo. To sweeten the deal, Ev offered to continuing paying the rent for his old apartment, which could become Odeo’s first real office.
For Ev it was a paradox. He had no interest in podcasting, but he had started to enjoy the label given to him by bloggers and the media: one of the new up-and-coming tech pioneers who had helped take blogging mainstream. Now here was an opportunity to do the same for podcasting.
It was time for Ev to prove that he wasn’t a one-hit wonder. And if Noah wanted to succeed, to break radio and put it back together again, he knew he needed to let the farm boy from Nebraska run the show.
His hands tied, Noah sadly had no choice but to agree, trading the CEO role at Odeo to Ev for a two-hundred-thousand-dollar investment and keys to Ev’s old apartment that he once saw in a picture in Forbes magazine.
@Jack
Few people noticed the twenty-eight-year-old man sitting in the window of Caffe Centro coffee shop day after day. People shuffled in to get lunch or wandered by the window outside, but few saw or talked to him. He liked it that way, often preferring to sit with his headphones on, a faint hum of obscure punk music streaming into his ears while his fingers massaged his computer keyboard.
He often looked out of the window, which he had spent most of his life doing. To many people he was one: a clear piece of glass, see-through, an invisible man. He was born with a speech impediment, which made it difficult for him to speak as a child—he was unable to pronounce more than one syllable. “Hello” came out as “hel.” “Good-bye” sounded more like a muffled “goo.” When people asked his name, rather than reply “Jack Dorsey,” he said “Ja.” Although he had overcome his speech problem with therapy, it had left an indelible dent in his communication skills.
Jack’s inability to talk did have its benefits. In St. Louis, where he was raised, he enjoyed riding around on the city’s buses, taking in the vast expanse of the blue-collar neighborhood he lived in, his imagination wandering with each twist and turn. His speech impediment also helped him find one friend: a computer that arrived in his house as he turned eight years old, an IBM PC Junior. He soon fell in love with its monochrome screen and learned to speak to it in code.
On weekends his computer time was interrupted by his mother, Marcia, who would drag Jack and his brothers through the streets of St. Louis in search of the ultimate purse, “the one true bag,” as she called it. Jack would sit quietly in the aisles of women’s clothing stores while Marcia shopped. There he also started to develop a fascination with bags himself. Rather than opting for purses, though, Jack found comfort in messenger bags.
In San Francisco years later, he wore one daily. A light-colored Filson bag that contrasted with his dark clothing: black T-shirts, zip-up sweaters and jeans, bulky sneakers to match. His shoulders, which sloped down steeply, made his jackets hang on his skinny and lanky frame. He sometimes played with a silver nose ring that hugged his nostril.
He loved that nose ring. At one freelance job a couple of years earlier, where he wrote software for a system that was used to sell tickets to tourists visiting Alcatraz prison, he was told by his employer that he couldn’t wear it to work. Rather than take it out, he chose to conceal it under a large beige Band-Aid. As a result he had trouble breathing in the office and often walked around with his mouth agape. He reasoned that it was better to stand up for his right to wear a nose ring and struggle to breathe than to take it out at the behest of his employer.
As he s
at in Caffe Centro, his current employer wasn’t much better. He was working at a nondescript ticketing company writing low-level code, which felt, to him, like a prison. Whenever possible, he would escape the office with his laptop or sketchbook and wander over to an area of San Francisco called South Park. There he would slip his headphones over his scraggly, dark hair and find refuge among the local cafés and sandwich shops. But this area of the city wasn’t just any ordinary park. This was nerd Mecca.
Each day, he spent as much time there as possible. On gloomy afternoons, the glow of his laptop would light his face like a flashlight in a dark basement. Sometimes he sat and sketched in his notepad, staring out the window as bike messengers and start-up founders streamed by. Other times he hung out in the 550-foot-long park, an ovate patch of grass that looked like it belonged in front of the royal palace in London, not in San Francisco’s warehouse district. In the center of the park was a rickety old brown swing set.
South Park had played a crucial role in the late nineties as home to many of the now-defunct start-ups that quickly wilted away after the technology bubble burst. Pets.com and other start-ups that had collectively squandered hundreds of millions of dollars on ridiculous parties, asinine salaries, and expensive TV ads met their timely demise overlooking South Park.
It hadn’t always been the epicenter of tech. Before the start-ups had moved in, the park had been home to brothels, drug dealers, dive bars, and sordid hotels. After the bubble had gone pop, it had almost returned to its Seedyville roots, but in mid-2005 South Park and the Web were making a comeback. To the north side of the park, companies like PCWorld and VideoEgg had started to rent office spaces. To the south, Wired magazine, the arbiter of tech cool, had moved into a large, raw loft space. And close by, nestled among the sweet-and-sour backdrop of sports bars and homeless inhabitants, was a small audio-podcasting company called Odeo.
