I read ‘Instagram: The Truth Behind the Wild Ambition’ by Sarah Frier, so I’ll share the insights I gained from the book.

Background: Must-Read for Those Working on Consumer Services

I read this book because Shintaro Yamada from Mercari recommended it as follows:

Objectively, anyone can see that the Instagram acquisition was a huge success, and like YouTube and Android at Google, it's a great example of successful acquisitions, so I learned a lot. I think it's a must-read especially for those working on consumer-facing services.

「客観的には、誰がどうみてもInstgram買収は大成功しており、GoogleにおけるYouTubeやAndroidと同じく買収の大成功例であるので、非常に勉強になりました。特にコンシューマー向けサービスをしている方々には必読だと思います。」

Source: 大成功事例としての「インスタグラム：野望の果ての真実」 – suadd blog

Below are quotes and notes from the parts that impressed me.

Chapter 6: Reigning

The True Intent Behind VPN App Acquisition

For Facebook, this acquisition had great significance. It would give them access to traffic data through this app, allowing them to infer the overall picture - in other words, they could obtain information useful for competitive analysis. They could see which apps people were using. They could even see how long they spent using those apps, and which screens within those apps they were viewing. For example, they could learn that Stories was gaining popularity among Snapchat's various features. With a VPN, they could learn about competitors' rise earlier than it was reported.

VPN apps provide access to data that can be used for competitive analysis.

Chapter 9: The Snapchat Problem

Systrom recommends that all executives read 'Zero to One' (NHK Publishing), and in this 2014 book, venture capitalist Peter Thiel, who also serves on Facebook's board, states that "rivalry causes us to overemphasize old opportunities and mindlessly copy what has worked in the past" and "competing makes you see opportunities that don't exist."

「シストロムは幹部全員に『ゼロ・トゥ・ワン』（ＮＨＫ出版）を読めと勧めているのだが、２０１４年に出たこの本で、フェイスブックの取締役も務めるベンチャーキャピタリスト、ピーター・ティールは、「対抗心にかられると昔のチャンスがよく見えてしまい、実績のあるやり方をなりふり構わずまねてしまう」、「競争していると、ありもしないチャンスが見えてしまったりする」と述べている。」

Good book note: Zero to One: Notes on Startups, or How to Build the Future

'The Game Changer: How to Use Pricing as a Strategic Tool' by A.G. Lafley, former CEO of Procter & Gamble (Asahi Shimbun Publishing), was also a book that Systrom read deeply. Systrom has always valued simplicity, and this aligned with the book's theme.

「プロクター・アンド・ギャンブルの元ＣＥＯ、Ａ・Ｇ・ラフリーが書いた『Ｐ＆Ｇ式「勝つために戦う」戦略』（朝日新聞出版）も、シストロムが深く読み込んだ１冊である。シストロムはシンプルであることを重視してきたが、本書のテーマに通じるものがあったからだ。」

Good book note: P&G’s ‘Playing to Win’ Strategy

Thoughts: Experiencing Instagram's Growth Story Vicariously

While the notes above are parts I found practical, most of this book consisted of Instagram’s growth story and the intense dedication to business growth from Instagram’s perspective on Facebook.

I recommend this book for those who want to gain the passion needed to grow consumer services.

That’s all from the Gemba on experiencing Instagram’s growth story vicariously.