Honestly seems like he used the twitter deal to liquidate 8 billion of tesla stock without causing the price to collapse too much. One of the only things that'll change people's minds is if he repurchases some tesla stock
Hooked by Nir Eyal is pretty good as a basis and 7 powers by Helmer breaks it down in a more technical sense. Found those books pretty insightful but each business will probably have unique problems in their own way thus books can only help to a point.