American - Businessman | September 21, 1984 -
The best companies in the world have all had predecessors. 'YouTube' was a dating site. You always have to evolve into something else.
Kevin Systrom
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Mike Krieger and I started talking, and he decided he liked the idea of helping start the company. Once he joined, we took a step back and looked at the product as it stood.
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Traditional businesses can say, 'We're going to sell widgets to people, and it will make X amount of profit.' But new business models are hard.
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I like to say that the one thing that all people who succeed in changing the world have in common is that they at least tried.
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'Instagram' is an app that only took 8 weeks to build and ship but was a product of over a year of work.
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There are a lot of apps that are fun to use - they're utility apps; they're fine. But there are a fraction of apps that are in the cream of the crop. You just need to be in the cream of the crop to get noticed.
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'Instagram' is a media company. I think we're about visual media. I explain ourselves as a disruptive entertainment platform that enables communication through visual media. I don't think it's just photos.
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Products can introduce more complexity over time, but as far as launching and introducing a new product into the market, it's a marketing problem. You have to explain everything you do, and people have to understand it, within seconds.
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When you're introducing a mobile app, you look around and say, 'We could be doing 15 different things, but how do we communicate to someone why they would want to download and even sign up for this thing?'
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It's wonderful when you pair entrepreneurs together because they can share experiences and in some ways push each other to build better products going forward.
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Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.
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I think it's hard to compare 'Twitter' and 'Instagram'. Twitter has a more mature business.
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