Win the Moment. That's the theme of the two-day conference that Twitter is holding for its employees in San Francisco, where I just spoke. In many ways, it's a surprisingly modest topic, since whether Twitter has won the moment is not very much in doubt. Like anything that's so closely intertwined with humanity, Twitter can be funny, angry, happy, messy, selfish, and selfless. It can help topple governments, as it did during the Arab Spring. It can serve as a communication lifeline, as it did during the earthquake and tsunami in Fukushima. And it can make watching the red carpet a lot more fun. Humans are built for communication, and anything that helps fill that insatiable need is going to take off. We're also built for narrative, and, even at 140 characters, Twitter can tap into that, too. Adam Bain, Twitter's president of global revenue, once said that "Twitter is a series of 'now moments' across the world." But add up an accumulating series of now moments, and what you have is, well, history.