Mission and Messaging at Instagram

Mission and Messaging at Instagram:

“For the first two weeks, I locked him into a conference room and I said, ‘This is all about getting the mission on paper,’ ” Ms. White recalled.

Two weeks later, Mr. Systrom had boiled down the app’s mission to one lofty, if perhaps hokey, phrase: “to capture and share the world’s moments.” It was a rallying principle that Instagram could now sell to its staff, its users and, just as important, future advertisers.

Hmmm something doesn’t sit well about a word like capture. Record might have been a nice forward-looking (see Instagram Video) alternative, also has a nice ancient heritage spirit as a term.

- Max Tatton-Brown

September 21st, 2013