So while it might seem as though BlackBerry's time simply came and went, the truth is – if we only had time machines, and a desire to save it – that there were always times when it could have been saved from this agonising swirl around the black hole of irrelevance. And Twitter, too, will meet some point when it abruptly faces a choice that will either kill it, or make it stronger. Every company does; and many choose wrongly. That's why most companies go bust in their first five years. Surviving beyond that (as Twitter, Facebook and many others have done) doesn't exempt you from having to adapt.