While welcoming Systrom into his company in 2012, Zuckerberg was emailing another young man, who was building a different app that appeared to be a breakout success. He also had elite schooling and a charmed upbringing, at least financially. His competitive philosophy? That everyone else was doing it wrong. Evan Spiegel’s Snapchat app started out as a Stanford party tool in 2011, as a rejection of the world Facebook and especially Instagram had created.
