Instead, we created Stories-compilations of Snaps that users share with groups of followers over the course of one day-to give users what they wanted while protecting our product and what it was meant to do.”ĭon’t let public perception change your ability to make the right business decision. But we knew if we added one, everyone would just spam each other all day. It came about because our users wanted a ‘send-all’ button.
Listen to what the user wants, but also protect your product. It frees you to be creative if your idea is probably going to get killed anyway.” Talk openly about failures and get used to being excited by the idea generation process, because ideas themselves are not precious. You have to get comfortable with that over time. “We work on things for a long time and then decide not to launch. By submitting Snaps of the same moment-say, the game-winning dunk at a basketball game-users can experience that moment from thousands of different angles.”ĭon’t be afraid to abandon projects that aren’t working. People are creating content in the same place that they’re consuming it, each from their own perspective. “We’re always thinking- where does the product go next? Our current focus is on live story product, and changing what it means to experience a live event. “But when you know you’re making the right decision for your business, you find the energy to persevere.” Check out a few innovation tips Evan shared with the Target Team. Evan and his team have faced public scrutiny for decisions they’ve made along the way. And more people (by the billions!) are experiencing major events like the MTV Video Music Awards and college football through the Snapchat app than through live TV.īut being innovative isn’t always easy. Snapchat is valued at around $16 billion and gets more than 5 billion views a day. Today, his team is creating mind-boggling experiences. It was a simple idea built around connecting a camera to the internet to share visuals (called Snaps), creating more engaging ways to communicate and learn about the world. In 2011, Evan and co-founder Bobby Murphy launched the first iteration of Snapchat, a video messaging tool. Last week, Evan joined Jeff Jones, Target’s chief marketing officer, for the second round of Outer Spaces, Target’s series of innovation talks at our Minneapolis headquarters. “Innovation is about surprising people and being focused on offering something really different.” Whenever Evan Spiegel, co-founder and CEO of Snapchat, considers what’s next for his company and product, that’s always the end goal.
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