Friendly didn't make the cut.

Image via CrunchBase

Twitter CEO Dick Costolo kicked off the company's inaugural earnings call Wednesday by listing four adjectives that, to him, sum up the service's most winsome qualities: "public," "real-time," "conversational" and "widely distributed."
"Friendly" didn't make the cut.
"We have a massive global awareness of Twitter. And we have to bridge the gap between awareness and deep engagement with Twitter on the platform," said Costolo.
People new to the service don't necessarily have that patience, and Twitter recognizes it has to make the service immediately appealing to people when they first sign up. To do so, Costolo teased Twitter's plans to simplify the registration process and to help people connect with friends already on Twitter -- a key step he said boosts engagement from the very first day, and corresponds to higher growth later on.
"It's very much about making it easier for people who first come to the platform to get it more quickly," Costolo said.
And finally, Costolo teased a change he argued could "make Twitter easier to use and understand for everyone," albeit one that would be a departure from its traditional architecture. The current Twitter organizes tweets chronologically. But Costolo's new-and-improved, easy-to-use Twitter would seek to organize content "along topical and relevance lines," the chief executive said.
"We don’t need to change anything about the characters of our platform," said Costolo. "We have to make Twitter a better Twitter."