He had to inject his own persona into the platform by making inflammatory, discriminatory tweets and being a general troll on his platform, and then making unpopular decisions like forcing people to pay for a blue checkmark, increasing API costs, not banning Nazi posters, and of course, the nonsensical rebranding. It drove away people and advertisers who didn’t want to be on the same platform as literal Nazis and bigoted TERF people, and companies who couldn’t afford the ridiculous API pricing.
Honestly if he had simply not used his own platform as his own bullhorn, he could have enacted some of the more unpopular changes to become profitable.