It's funny: I was a photographer before I was a programmer.
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.
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?'
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.
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.
I think it's hard to compare 'Twitter' and 'Instagram'. Twitter has a more mature business.
I do believe that Instagram has put a stake in the ground and we're growing more quickly than anyone. Is there something in there we could do to make it a multi-billion dollar business? I think we can figure out something along the way.
Mobile has created a totally different dynamic for discovering apps. You're sitting in a bar, and your friend is taking some pictures, and then you ask what app they're using.
