The guy who wrote this blog really gets what makes/made Firefox good.
Mozilla is a 30 year old company. They are the polar opposite of “start-up”. In fact, for the past 15 years, they've been "thinking like a Start-Up" in various flavors and now they have the lowest [user count] ever. Instead, I dunno, maybe look back at that 30 year history and see what they were doing when they had positive [numbers] and do that again?
I'll give them a hint because I was around then: It wasn't chasing the latest fads.
It was doing what they're good at, being deeply abnormal, and helping folk make what they really wanted.