How did Kevin Systrom learn to code?

Systrom taught himself Ruby on Rails to build his first startup, 'The Tree List.' He emphasizes the importance of learning 'just enough to be dangerous' to bring an idea to life.

What is 'bias towards action' and why is it important for founders?

Coined by the Marines, 'bias towards action' means prioritizing taking action and moving forward with the available information and appropriate risk, rather than spending excessive time planning the 'perfect' next move. Progress is key to reaching success.

How did the idea for Instagram filters originate?

The concept for filters came from a photography class in Florence where Systrom learned about altering print colors. Later, his girlfriend pointed out that her photos weren't great, inspiring him to add photo filtering capabilities to enhance user-submitted images.

What was the transition like from working at Google to starting Bourbon?

Systrom left Google's Corp Dev role during the 2008 economic downturn. He joined Next Stop, a startup by ex-Google employees, which was transformational for him to learn programming and building a site, preparing him for Bourbon.

How did Bourbon evolve into Instagram?

Bourbon was an HTML5 location-sharing app with photo/video attachments. While it initially struggled, Systrom realized photos were the most engaging part. After feedback and cutting features, they focused on making it native and adding filters, leading to Instagram.

What were the biggest challenges during Instagram's launch?

Instagram launched with a single, underpowered server that struggled to keep up with the influx of users, especially from different time zones. They faced delays in getting additional server resources, and Systrom initially misinterpreted user behavior due to server issues.

Why is 'Community First' a core value at Instagram?

Systrom believes that community is Instagram's greatest asset, something incredibly difficult to build compared to features like filters. By prioritizing their community from day one and hiring a community manager early on, they ensured they were serving the users, not the other way around.

Key Moments

Kevin Systrom at Startup School SV 2014

Y Combinator

Science & Technology3 min read27 min video

Oct 14, 2014|60,140 views|882|27

Y Combinator Startup School SV 2014 YC SUS2014 Kevin Systrom Startup School

Save to Pod

Key Moments

TL;DR

Kevin Systrom discusses startup journey: embracing failure, learning by doing, community focus, and the serendipity behind Instagram.

Key Insights

Embrace failure as a learning opportunity; Silicon Valley's tolerance for failure is a key differentiator.

Learn just enough to be dangerous; the ability to build a concept and iterate is crucial, not mastery.

Bias towards action: make calculated moves and learn from them rather than waiting for the "perfect" plan.

Every experience, even seemingly small ones, can contribute foundational skills and ideas for future ventures.

Prioritize community: users are the greatest asset, and building and serving them is paramount to success.

Serendipity plays a role; being in the right place at the right time with the right team is often crucial.

THE ETHOS OF ENTREPRENEURSHIP AND THE IMPORTANCE OF PLACE

Kevin Systrom emphasizes that the entrepreneurial spirit thrives in environments that tolerate failure, drawing a contrast with other global regions. He shares his personal journey, starting from a small town and discovering a love for diverse activities rather than just technology. His encounter with the "Netscape Saga" and his visit to Stanford, with its welcoming atmosphere and focus on hard work and enjoyment, solidified his desire to be part of the startup culture in Silicon Valley. This environment, he suggests, fosters the "schizophrenic" approach of exploring various ideas that defines an entrepreneur.

LEARNING TO BUILD AND LAUNCH FROM AFAR

Systrom recounts his first startup attempt at Stanford, a classified ads site called "the tree list." Significantly, he began building this project while studying abroad in Florence, facing challenges like limited Wi-Fi and the need to physically seek a signal to upload code via FTP. This experience taught him the value of learning just enough to be dangerous – knowing the basics to build a concept, rather than aiming for perfection. He highlights that the act of launching, even with limited resources and from a distance, provided invaluable lessons in marketing and iterating on an idea.

THE POWER OF BIAS TOWARDS ACTION

Addressing recent graduates, Systrom advises against seeking a 'perfect' next move. He introduces the concept of "bias towards action" from the Marines, advocating for making progress with appropriate information and risk, rather than overanalyzing. He contrasts this with peers accepting high-paying jobs at investment banks, while he chose a riskier startup path, prioritizing learning and experience accumulation over immediate financial gain. This philosophy underscores that cumulative experiences, gained through continuous effort and trying, build the foundation for future success.

FROM GOOGLE TO BOURBON AND THE SPARK FOR INSTAGRAM

Systrom shares his journey through Google, initially taking a job in marketing despite wanting a technical role, driven by a desire to be around talented people. A pivotal moment came during the 2008 economic downturn when his role in corporate development at Google became stagnant. He then joined another startup, Next Stop, which proved transformational for his programming and site-building skills. This experience, combined with a fascination for HTML5 and location-sharing concepts, led to the development of Bourbon, an early iteration that eventually paved the way for Instagram.

THE REVELATION OF FILTERS AND THE BIRTH OF INSTAGRAM

The breakthrough for Instagram occurred when Systrom's girlfriend pointed out that his photos weren't as appealing as those of his friend Greg, who used photo-editing apps. This observation, coupled with his prior experience in a photography class in Florence where he learned about altering image development, led him to research how to change pixel appearance. He quickly built the first filter, X-Pro II, on a $40-a-night bed and breakfast with dial-up internet. This realization pivoted Bourbon into a focus on beautiful, filtered photos shared natively.

LAUNCHING INSTAGRAM AND THE CRITICAL ROLE OF COMMUNITY

The launch of Instagram saw an immediate surge in users, largely due to global time differences rather than savvy marketing. Systrom stresses that building a community is the hardest and most valuable asset to cultivate, more so than technology itself. He recalls that their first hire was a community manager, not an engineer, to ensure users felt served. The core value of "Community First" guided their decisions, emphasizing that users are the greatest asset and must be nurtured. This focus on serving the community, he believes, was a key advantage that propelled Instagram's success.

Mentioned in This Episode

●Products

●Software & Apps

●Companies

●Organizations

●Books

●Concepts

●People Referenced

Startup Launch and Growth Principles

Practical takeaways from this episode

Do This

Learn just enough to be dangerous to build and ship your idea.

Embrace 'bias towards action' rather than overthinking the perfect next move.

Surround yourself with great people where you can learn the most.

Believe in your idea and be your own advocate.

Focus on building a community; it's your greatest asset.

Prioritize serving your users and community first.

Hire for crucial roles like community management early if needed.

Avoid This

Don't strive to be the absolute best programmer; be dangerous enough to build.

Don't get caught in the trap of finding the 'perfect' next move; just move.

Don't be afraid of criticism; distinguish between what people say and what they do.

Don't neglect the foundational skills learned from previous ventures.

Don't solely focus on technology; community and user value are paramount.

Don't over-monetize or alienate your user base, risking the soul of your product.

Don't watch Twitter during your launch; it can be demoralizing.

Common Questions

Kevin Systrom was inspired by the Netscape saga and the entrepreneurial environment of Silicon Valley, where failure is tolerated. He enjoyed doing various activities and saw startups as an area where he could be himself and explore multiple things.

Topics

Startup Strategy Community Building Business & Entrepreneurship Technology & Innovation Founder Mindset App Development Social Media Product Launch Technical Skills

Mentioned in this video

Software & Apps

Bourbon

An earlier startup by Systrom that was a location-sharing app, which required him to learn enough to be 'dangerous' in programming.

HTML5

A web technology that Systrom initially used for Bourbon because he didn't know how to build iPhone apps, allowing for quick iteration.

AWS

Amazon Web Services, a cloud computing platform that Systrom was unfamiliar with when launching Instagram, highlighting the early stages of his technical knowledge.

Craigslist

A classified ad website that 'The Tree List' was intended to emulate, though ultimately with a different focus.

People

Jack Dorsey

Co-founder of Twitter and Square, whom Systrom met on his first day at a previous company, highlighting the small world of Silicon Valley.

Clare Kane Miller

A New York Times journalist whose coverage of Instagram pre-launch was crucial for its initial visibility.

Books

The New New Thing

A book about the Netscape Saga, which inspired Kevin Systrom to consider a career in startups.

Locations

Florence

The city where Kevin Systrom studied abroad and built his first startup, 'The Tree List', on limited internet access.

Silicon Valley

A region in California known for its concentration of tech companies and startups, where failure is tolerated and fosters innovation.

Organizations

Stanford University

The university that drew Systrom due to its environment where people enjoyed life while working hard.

Companies

Instagram

The photo and video sharing social networking service co-founded by Kevin Systrom, known for its filters and community focus.

Twitter

A social media platform used for promotion and where early Instagram users often posted, though Systrom advises against watching it during a launch due to potential demoralization.

Google

A company where Kevin Systrom worked in marketing and later in Corp Dev, valuing its people and learning opportunities.

Concepts

Ruby on Rails

A programming framework Systrom taught himself to build his first startup, emphasizing learning enough to be 'dangerous'.

Products

iPhone

Mobile devices for which Instagram was eventually developed, moving from HTML5 to a native app for a better user experience.

iBook

The type of laptop Kevin Systrom used to build 'The Tree List' while studying abroad in Florence.