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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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" A lot of the earliest 'Instagram' celebrities took really beautiful photos. But you're starting to see a change where it's not about beauty; it's about the story that you tell. "

Kevin Systrom

Beauty

You

Story

" 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. "

" Instagram was created because there was no single place dedicated to giving your mobile photos a place to live and to be seen. "

" All of us in social media and regular media, we're all competing for the same thing, which is this gap between something happening in the world and you knowing about it. "

" 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. "

" 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 care deeply about craft: the quality of how something is made and the experience it enables. "

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

" When people say that college isn't worthwhile and paying all this money isn't worthwhile, I really disagree. I think those experiences and those classes that may not necessarily seem applicable in the moment end up coming back to you time and time again. "

" Working at a startup to make a lot of money was never a thing, and that's why I decided to just finish up school. That was way more important for me. "

" '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. "

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

" I grew up as a photo nut. Every Christmas I would get a new camera. It's a huge part of my life. "

" Someone once described entrepreneurship to me as a series of happy accidents. "

" Instagram is a media company. I think we're about visual media. "

" 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. "

Kevin Systrom

Tried

Succeed

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

" People don't work in a dotcom because they have to. There are many professions that don't require that sort of time. But people sign up because they want to make world-changing differences, to build something that affects millions of people. "

" I actually think some of my best moments in life have been while I was with people from Instagram - whether it's super late nights getting a release out or being able to travel to places I'd never visited and meeting some of the most interesting people I've ever met. "

" I think it's hard to compare 'Twitter' and 'Instagram'. Twitter has a more mature business. "

Kevin Systrom

Mature

Hard

" I think not focusing on money makes you sane because in the long run it can probably drive you crazy. "

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

" 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. "

" If it's one thing we do really well as a company, it's that we take big change slowly and deliberately and bring the community along with us. "

" Most photo apps before asked something of the users. They said, 'You produce, act, and perform.' 'Instagram' said, 'Let us take care of the secret sauce.' "

" 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. "

" 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. "

" 'Instagram' can engage generations of people that may not be on Facebook yet. I think that's true with 'WhatsApp,' and I think that will be true with things like Oculus. "

Kevin Systrom

People

True

" There are billions of dollars spent every year on traditional media. The majority of people are spending more time every day on the Internet, especially on mobile. You're starting to see a shift of that spend go to mobile, especially to things like 'Instagram'. "

" 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?' "