Instead of continuing to build the app they’d originally promised investors, the cofounders stopped and tried a bigger idea. They aimed to do just one thing—photography—really well. In that sense, their story is similar to Odeo’s, when Dorsey and Williams switched gears to focus on Twitter. Instead of trying to get everyone to use their app, they invited only people they thought would be likely to spread the word to their followers elsewhere, especially designers and creatives. They sold exclusivity to investors, even when so many of them were skeptical. In that sense, they were like a luxury
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