????近來，硅谷傳得最熱的一條新聞恐怕就是“杰克回來了。”

????當然，這里的“杰克”是指Twitter的創造者兼聯合創始人杰克?多西。多西——自然是通過Twitter——證實，他將重返自己構思并于2006年創建的這家公司，擔任執行董事長，負責整個產品開發。

????這條消息剛剛傳出后不久，多西就抽空現身哥倫比亞大學（Columbia University）。此前很多媒體都曾報道，2008年，正當這家社交網站風生水起之時，多西被迫辭去Twitter首席執行官一職，由曾經的哥們、聯合創始人伊萬?威廉斯接任。（威廉斯則在去年10年離職，讓位給時任首席運營官的迪克?卡斯特羅。）最近，多西向《名利場》（Vanity Fair）表示，這件事讓他感覺就像“被人擊中要害”。

????多西認為自己的回歸是人心所向，而且他并不后悔自己早些年的行為。[一些人推測，多西當年離職多少與其缺乏溝通和管理技能有關。多西之前接受《財富》（Fortune）采訪時曾提到這方面的不足，不過他表示自己已比當年有了進步。]

????多西表示：“回過頭來，我對這件事看得更清楚了，但我決不后悔。而且我創立了Square，它可能將比肩 Twitter，甚至比Twitter更具影響力，這也算因禍得福。”

????多西除了在Twitter任職外，還將繼續留任Square的首席執行官。后者是一家移動支付領域的新創企業，其業務是利用軟件狗將用戶的iPhone、iPad、Android等移動設備轉變為信用卡交易工具。事實上，Square發展得相當棒：目前約有100名員工；每天通過其軟件進行的交易金額超過100萬美元；最近還獲得了2750萬美元的投資，公司估值因此達到2.4億美元。

????而對于Twitter，多西承認還要很多事要做。

????多西表示：“我認為最大的挑戰是打造天衣無縫的用戶體驗，以及讓用戶能從多種角度獲得信息。”如果說有一件事特別令多西擔憂，那肯定是眼下數量繁多的第三方Twitter客戶端，例如Hootsuite、Tweetdeck等。

????“這些客戶端都在用不同的方式做不同的事。但是，假如用戶登陸應用程序商店，搜索Twitter，然后發現有100多種不同的Twitter客戶端，都能用不同的方式做不同的事。那么他將非常困惑，這恐怕不是最佳用戶體驗。對于開發者而言，在Twitter上開發東西的樂趣也要比純粹開發客戶端大得多。”

????多西并未明確指出這里的“東西”到底是什么。不過他認為仍然還有許多潛在的服務和產品值得挖掘，它們可能與Twitter相關，也可能無關，這可能并非什么了不起的新技術，而是將地理位置識別、自定義過濾等現有技術結合，就像Instagram管理照片，以及Foursquare處理飯店、酒吧點評一樣。

????多西上任后的首要任務將集中在以下幾方面：了解擁有450多名員工的Twitter的近況；有哪些方面需要改進；使Twitter的用戶體驗更加貼近大部分用戶，事實上，80%的Twitter用戶使用該產品主要是為了消費信息而非傳播信息。而且毫無疑問，多西還會參與Twitter的廣告和市場活動，要知道，這家公司在市場推廣上的花費少得可憐。[例如，多西自己承認在過去四年，Twitter僅僅花了1萬美元在市場推廣上，而且這筆錢全都投到了2007年在美國奧斯汀舉行的SXSW大會上。]

????談及將來，多西認為未來5年最大的技術挑戰是如何實時提取相關信息。

????“對于Twitter而言，我們需要開發一種技術，能夠為用戶提取最相關和最有意義的信息，這仍然是一個很大的挑戰。用戶必須關注所有賬號，但有時仍會漏掉和自己有重大關聯的信息。我們能用技術解決這個問題，而且肯定會解決，只是難度仍然很大。”

????2億多Twitter用戶將拭目以待。硅谷也將密切關注。當企業贊助人認為創始人對公司而言可有可無、無足輕重時，創始人不得不奮起反抗，而現在他們學到了一招。

????譯者：項航

????The news buzzing all around Silicon Valley is probably one and the same: "@jack is back."

????@jack is, of course, Twitter creator and co-founder Jack Dorsey, who confirmed, via Twitter, naturally, that he's returning to the social network he cooked up and founded in 2006, leading overall product development from his perch as Executive Chairman.

????Hot on the heels of the news, Dorsey took some time out to appear at Columbia University earlier this morning. As was widely reported, Dorsey was pushed out of his role as Twitter CEO in 2008, just as the social network was gathering steam, replaced by once-pal and co-founder Evan Williams. (Williams himself stepped down last October making way for COO Dick Costolo to take the top spot.) The move was something Dorsey described to Vanity Fair recently as being "punched in the stomach."

????Dorsey doesn't view his return as anything but a welcome one, and he doesn't regret any of his actions over the last few years. (Some have speculated his removal then was due, at least in part, to a relative lack of communication and managerial skills, a weakness Dorsey has alluded to in previous interviews with Fortune, and something he says he's improved upon since.)

????"I have a greater context for it, but I would not change anything," he reflected. "And one amazing thing that came out of it was that we created this company called Square, which has the potential to have just as large an impact, if not greater, than Twitter."

????Dorsey will work both at Twitter and remain CEO of Square, the mobile payments start-up that turns your mobile device -- iPhone, iPad, Android device -- into a credit card transaction machine with the help of a dongle. For all intents and purposes, the Square part of the equation is doing well: the staff now hovers around 100 employees, conducts $1 million-plus worth of daily transactions and recently raised $27.5 million that valued the company at $240 million.

????As for Twitter, Dorsey admitted a lot needs to be done.

????"I think the biggest challenge is building a cohesive user experience and enabling and allowing for multiple views," he said. If there's one thing in particular he's concerned about, it's the myriad of third party clients out there: Hootsuite, Tweetdeck, and so on.

????"They're all doing different things in different ways, but it doesn't necessarily provide the best user experience to go to the app store, search for Twitter, and see a hundred different Twitter clients that all do different things in different ways and confuse the user experience. As a developer, there's far more interesting stuff to build on top of Twitter than just purely a client."

????What that "stuff" entails Dorsey isn't entirely sure about, but he thinks there's a lot of potential in services and products, both Twitter-related and beyond, that aren't significantly new tech, but combine current technologies, like geolocation and user-filtering, as Instagram manages with photos, and Foursquare does with restaurant and bar reviews.

????His first few months in the redefined role will focus heavily on surveying what's going on within the 450-person strong company, what needs to be fixed, and making the Twitter experience more accessible to the 80% of users who primarily use it for consuming information instead of disseminating it. And no doubt he'll also have a hand in the company's advertising and marketing efforts, the latter of which have remained pretty lean. (For instance, Dorsey admits the company has spent just $10,000 in marketing over the last four years or so, and all of that was at SXSW in 2007.)

????Moving forward, he thinks the next great big tech challenge for the next five years will be extracting information in a relevant way in real time.

????"At Twitter, we need to build technologies that surface what's most relevant and most meaningful to you, and that's still a very large challenge. You have to follow all these accounts, and sometimes you miss Tweets that were extremely relevant for you. We can solve that through technology and we will solve that, but it is going to be quiet difficult."

????Twitter's 200-plus million user base will be watching. So will all of Silicon Valley, where company founders everywhere just got an arrow in their quiver for when they have to defend themselves from backers who think they are replaceable or inessential to the companies they helped dream up in the first place.