My phone just buzzed — it’s my mom. It’s the sixth time she asked me about a potential domain name for her new e-shop. I

Back in 2010, it wasn’t obvious that you should ‘submit’ your users to a larger platform instead of trying to kickstart an ecosystem of your own. Kevin, in line with his realist character, encouraged users to share their filter-enhanced photos on Facebook, effectively riding the wave of social network’s bulldozer growth. Only later did Instagram add social media features: DMs were introduced in late 2013, while hashtags were added a year after Instagram was launched.

Before Instagram became a social network, it was a photography app — almost a portfolio platform for amateur photographers. What turned it into a multi-billion giant was its integration with Facebook — which Kevin launched right at the beginning.

“When you’re small, and you’re two people, and you’re coding, late into the night — you don’t have time to make things complex; you have time to make things work. Otherwise, you end up over-optimizing.”

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from the table, so I told Kathy all about my addiction and how I now lean into every moment expecting magic and miracles. She was ever so nice, but she thought I was bonkers, which in hindsight, I can see why. I apologised for interrupting her lunch and got back to my book.

Instagram blew up because it solved two problems at once: it allowed users to make their photos pretty with a click of a button, and it provided a platform for users to actually share their photos.

“That’s what starting a startup is like. Really, no one believes you until they believe you. And no one is a fan until they’re a fan. […] Part of being an entrepreneur is like, yeah, these two sides are going to exist always. Sometimes it’s gonna be weighted towards hate, and sometimes it’s gonna be weighted towards love.”

The problem Kevin stumbled upon with Burbn was that people did want to share their lives via photos, but they weren’t satisfied with the quality of their images. Back when iPhone 4 was the hottest smartphone available, photo quality was a serious problem.

“I feel like I wake up every day with a lot of the same worries I had before Instagram was a thing. Am I working on the right thing? Did I do nothing today? Is that idea the right idea?”

Kevin emphasizes that simplicity goes a long way when working with limited resources — which, for most startups, is the day-to-day reality. Most founders, however, prioritize the elegancy and sophistication of their product — not necessarily its effectiveness.

It’s not just the product that was simple — simplicity runs in Instagram’s DNA. After the company gained momentum, Kevin introduced ‘decision meetings’ — where nobody would leave the room until all the decisions that needed to be made would be made. And if you hear him talk, you’ll quickly see that his childlike curiosity and humbleness stayed very much intact over the years.

“Really, you should not be afraid to have simple solutions to simple problems. Too many people believe you have to solve things in a really complicated way. At the end of the day, if you delight people even a little bit with a simple solution, it turns out it goes very far.”

Nowadays, it’s hard for Kevin, the $400-million-net-worth founder, to get negative feedback. He has figured out workarounds — like having people rate his public speaking on a scale from 1 to 10 — with ‘7’ eliminated from the scale. This way, he says, people can’t be neutral.

After years of sifting through advice, Kevin has made a conclusion that sometimes people just say things because they like or dislike you — not because they’re being rational.

You don’t have to look far to find massively successful ideas that were initially designed to do something else entirely. Kevin reminds us that Youtube was initially designed to be a video-based dating site, while Samsung started out as a dried fish exporter.

Nowadays, with the social hierarchy of the Internet pretty clear, integrations are a default decision. You want your apps to plug into Facebook, Google, or whatever other network makes sense for the user.