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This wasn’t just a layoff. When Coinbase Global, Inc. (NASDAQ:COIN) cut roughly 14% of its workforce, the headline looked familiar. The reasoning didn’t. “The biggest risk now is not taking action,” CEO Brian Armstrong wrote to employees—before laying out something far more structural than a typical cost reset.
The company isn’t just getting smaller. It’s getting flatter—and more AI-native.
No More ‘Pure Managers’
The clearest shift is in how Coinbase defines leadership. “No pure managers: Every leader at Coinbase must also be a strong and active individual contributor,” said his letter to employees.
That’s not a tweak. It’s a redesign.
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