SOCIAL

People do not care about companies. They care about connecting with each other.

The tallboy can is the whole strategy. It looks like a beer. You can hold it at a party and nobody asks why you're not drinking. We made water socially acceptable for people who think water is lame.

We didn't invent online reviews. We made reviewing a social activity. Yelp Elite events, reviewer profiles, "useful" and "funny" votes — we turned complaining about restaurants into a hobby.

We built the app to get people off their phones and into real life. IRL — In Real Life. The irony of using a phone app to achieve that was always part of the joke.

Fortnite is not a game. It is a social space where games happen to take place.

Lifestyle content with shopping built in. Every post is a potential purchase.

Snapchat wasn’t about disappearing photos. It was about authentic communication. Once I understood that, the investment was obvious.

Discord started as a gaming tool. Now it’s how the next generation organizes their entire social life. That’s a platform.