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" I don't think you should ever start a business and move in a direction where you can't see it becoming a business. "

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" It helps to see the world through a different lens, and that's what we wanted to do with Instagram. We wanted to give everyone the same feeling of discovering the world around you through a different lens. "

" Imagine the power of surfacing what's happening in the world through images, and potentially other types of media in the future, to each and every person who holds a mobile phone. "

" 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 run a business and go all over the world doing things for that business, things that are fairly orthogonal. But my job is to run my company, not to be the best Instagrammer. I'll let other people be awesome at it. "

" The major reason why Instagram works is that you can follow anyone out there and start following their photos immediately. "

" I try to list the top three things to get done every day, and I'll be lucky if I hit all three, but it's amazing what that does to keep you on track. "

" A platform is the base from which something big happens. In our case, we're an entertainment platform in the sense that there are people signing up like MTV, Burberry, folks like Taylor Swift and Justin Bieber. And why? Because it's their channel to control their entertainment to their fans. "

" 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. "

" Our goal is really to make sure that 'Instagram', whether you're a celebrity or not, is a safe place and that the content that gets posted is something that's appropriate for teens and also for adults. "

" Just so everyone knows, we're not a photo-sharing company. I don't see photos on 'Instagram' as art. They're much more about communication. "

" 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. "

" I'm a huge fan of what 'Hipstamatic' is doing and all they've accomplished. "

" Our goal is to allow people to use whatever app they want to get photos into 'Instagram'. "

" In the past, people have looked at photos as a record of memory. The focus has been on the past tense. With Instagram, the focus is on the present tense. "

" Brands, musicians, and public figures were among the first to embrace video on 'Instagram', and we've been impressed with how brands have extended their reach with video ads. "

" Facebook's campus has a lot of creative spaces: an analogue print shop, a candy store. It's a dynamic place and one of the best environments I've been in, period. "

" If you're a journalist, and you want to see live photos happening at any location in our system, you can simply type in the location, and up comes the page. "

" One of the earliest requested features was to do premium filters where a brand could sponsor a filter. It's just not in our wheelhouse. It doesn't feel 'Instagram'-my in the way that the high-quality brand ads do. "

" Really, we're just taking people and shifting them from taking photos anyway to taking them on 'Instagram'. "

" When you open up 'Instagram,' you need to know that you're seeing the real Tony Hawk, the real Taylor Swift, the real Burberry. "

" 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. "

" It's funny: I was a photographer before I was a programmer. "

" Whether it's an ad or organic content, video provides a new creative dimension for storytelling on 'Instagram'. Video lets people convey the power and beauty in a moment through sight, sound, and motion. "

" I like to compare 'Instagram' to the Library of Congress. "

" I can't imagine that companies are uninteresting if they don't have a billion users. But I do believe, to have mass scale, you have to be in the many-hundreds-of-millions-of-users range, and there are not that many companies that get there. "

" People are hungry for what's happening right now in the world. "

" There are fun parts of running a startup and not so fun parts, and Facebook handles the not so fun parts, like infrastructure, spam, sales. The real questions are, how big can 'Instagram' get? Is it 400 million, or bigger? Can it be a viable business if it is that big? These are at the top of the list for everyone in Silicon Valley. "

" Do what you love, and do it well - that's much more meaningful than any metric. "

Do What You Love

" 'Instagram' doesn't exist in a vacuum. We're not a bunch of siloed individuals. It's a bunch of people coming together on topics, fashion, you know, youthful teens, creatives, photographers, foodies, everyone coming together and building a community around the things they love, communicating visually. "

" The printing press did something really big for the world when everyone could get books in their hands and read. "