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Winner of the 2020 Financial Times and McKinsey Business Book of the Year Award * Named ¡°Best Book of the Year¡± by Fortune, The Financial Times, The Economist, Inc. Magazine, and NPR
In this ¡°sequel to The Social Network¡± (The New York Times), award-winning reporter Sarah Frier reveals the never-before-told story of how Instagram became the most culturally defining app of the decade.
¡°The most enrapturing book about Silicon Valley drama since Hatching Twitter¡± (Fortune), No Filter ¡°pairs phenomenal in-depth reporting with explosive storytelling that gets to the heart of how Instagram has shaped our lives, whether you use the app or not¡± (The New York Times).
In 2010, Kevin Systrom and Mike Krieger released a photo-sharing app called Instagram, with one simple but irresistible feature: it would make anything you captured look more beautiful. The cofounders cultivated a community of photographers and artisans around the app, and it quickly went mainstream. In less than two years, it caught Facebook¡¯s attention: Mark Zuckerberg bought the company for a historic $1 billion when Instagram had only thirteen employees.
That might have been the end of a classic success story. But the cofounders stayed on, trying to maintain Instagram¡¯s beauty, brand, and cachet, considering their app a separate company within the social networking giant. They urged their employees to make changes only when necessary, resisting Facebook¡¯s grow-at-all-costs philosophy in favor of a strategy that highlighted creativity and celebrity. Just as Instagram was about to reach a billion users, Facebook¡¯s CEO Mark Zuckerberg?once supportive of the founders¡¯ autonomy?began to feel threatened by Instagram¡¯s success.
Frier draws on unprecedented access?from the founders of Instagram, as well as employees, executives, and competitors; Anna Wintour of Vogue; Kris Jenner of the Kardashian-Jenner empire; and a plethora of influencers worldwide?to show how Instagram has fundamentally changed the way we show, eat, travel, and communicate, all while fighting to preserve the values which contributed to the company¡¯s success. ¡°Deeply reported and beautifully written¡± (Nick Bilton, Vanity Fair), No Filter examines how Instagram¡¯s dominance acts as a lens into our society today, highlighting our fraught relationship with technology, our desire for perfection, and the battle within tech for its most valuable commodity: our attention.
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Sarah Frier is a senior technology reporter for Bloomberg News out of San Francisco. Her award-winning features and breaking stories have earned her a reputation as an expert on how Facebook, Instagram, Snapchat, and Twitter make business decisions that affect their future and our society. Frier is a frequent contributor to Bloomberg Businessweek and Bloomberg Television. She¡¯s also the author of No Filter: The Inside Story of Instagram, the winner of the 2020 Financial Times and McKinsey Business Book of the Year Award.
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