How I Built This with Guy Raz: Snap: Evan Spiegel
Host: Guy Raz | Guest: Evan Spiegel, Co-founder and CEO of Snap Inc.
Release Date: April 21, 2025

Introduction

In this episode of How I Built This, Guy Raz delves into the extraordinary journey of Evan Spiegel, the visionary co-founder and CEO behind Snap Inc., the company responsible for Snapchat and its evolution into Snap. From humble beginnings at Stanford University to navigating high-stakes meetings with Mark Zuckerberg and overcoming legal battles, Evan shares the pivotal moments, challenges, and insights that shaped one of the most influential social media platforms of our time.

Early Days and Stanford Beginnings

Evan Spiegel grew up in the Palisades neighborhood of Los Angeles, witnessing his father’s demanding legal career, which instilled in him a clear desire to forge his own path. At Stanford University, Evan’s entrepreneurial spirit began to take shape. Influenced by the booming tech environment post-financial crisis and inspired by peers like Kevin Systrom and Mike Krieger of Instagram, Evan explored various startup ideas with his friend Bobby Murphy.

Notable Quote:

“One thing I knew for sure was that I did not want to be a lawyer...”
— Evan Spiegel [06:17]

Building Picaboo and Founding Snapchat

The initial venture, Future Freshmen, aimed to simplify college applications through software, but after 18 months of effort and limited success against established competitors like Naviance, Evan and Bobby pivoted. This led to the creation of Picaboo, an ephemeral photo messaging app conceived during a casual conversation about disappearing photos.

Notable Quote:

“We had invented this really cool idea that back in the day you had to toggle between photo and video on your smartphone...”
— Evan Spiegel [29:57]

Picaboo’s first iteration focused on quick, disappearing photos, appealing primarily to close friends. Despite its playful design, the app struggled with distribution and user acquisition until a critical meeting with venture capitalists.

Legal Challenges and Early Funding

The venture faced internal challenges when Reggie Brown, a classmate who contributed the core idea of disappearing photos, filed a lawsuit. This legal dispute, although settled with a payout to Brown, underscored the importance of clearly defined roles and expectations among founders.

Notable Quote:

“I think one of the big takeaways is just that there's no such thing as standard terms...”
— Evan Spiegel [34:25]

Meeting with Mark Zuckerberg and Facebook's Interest

A decisive moment came when Evan and Bobby met with Mark Zuckerberg in December 2012. Zuckerberg expressed interest in Picaboo, which Evan later reflected as both daunting and pivotal. This meeting foreshadowed Facebook’s upcoming launch of a similar ephemeral messaging service, heightening Evan’s resolve to strengthen Snapchat’s unique identity.

Notable Quote:

“It felt like, oh no, there's a really big company that everyone's been warning us about...”
— Evan Spiegel [02:48]

Growth and Scaling Challenges

Post-meeting, Snapchat experienced rapid user growth, particularly among high school students in the Palisades and Malibu areas. However, scaling presented significant challenges, including increasing server costs and the need for additional funding. The company secured a crucial seed round of $500,000 from Lightspeed Venture Partners, which propelled further development but also introduced complex terms that initially hampered subsequent fundraising efforts.

Notable Quote:

“It's very important when you're raising money to remember that there's no such thing as standard terms...”
— Evan Spiegel [34:03]

Rebranding to Snap and Future Vision

In 2016, Snapchat rebranded to Snap Inc., signaling broader ambitions beyond ephemeral messaging. Evan introduced Spectacles, augmented reality glasses designed to integrate computing with daily life seamlessly. This strategic pivot aimed to position Snap as a leader in the emerging AR landscape, emphasizing shared human experiences over traditional screen-based interactions.

Notable Quote:

“We wanted to make clear that we weren't a single product company...”
— Evan Spiegel [57:17]

Handling Competition and Business Model

Despite facing fierce competition from giants like Facebook and Instagram, Snapchat maintained its niche by focusing on close, personal communication rather than large, impersonal networks. Evan emphasized that Snapchat’s strength lies in its commitment to innovation and user-centric features, such as Stories and augmented reality lenses, which differentiate it from competitors.

Notable Quote:

“Social media virality is very network based... but Snapchat's growth trajectory was different...”
— Evan Spiegel [19:16]

Personal Reflections and Company Culture

Evan reflects on the balance between intense work life and personal relationships, acknowledging the sacrifices made during Snapchat’s early years in his father’s dining room. He underscores the importance of mentorship, humility, and the willingness to learn, which were crucial to his growth as a CEO.

Notable Quote:

“The best part of not knowing anything is that you get to ask all sorts of questions...”
— Evan Spiegel [42:23]

Handling Public Perception and Responsibility

Addressing concerns about Snapchat’s addictive features like streaks, Evan defends the platform’s role in fostering meaningful connections. He advocates for responsible usage and highlights the company’s efforts to promote healthy relationships with technology, balancing user engagement with societal well-being.

Notable Quote:

“Streaks celebrate every day you've been in touch with that person...”
— Evan Spiegel [59:14]

Conclusion

Evan Spiegel’s journey with Snap Inc. exemplifies the blend of innovation, resilience, and strategic vision required to build a lasting social media platform. From overcoming early legal disputes to navigating competitive threats from industry giants, Evan’s story is a testament to the power of staying true to one’s vision and adapting to an ever-evolving technological landscape. As Snap continues to invest in augmented reality and beyond, Evan remains committed to fostering genuine human connections through technology.

Notable Quote:

“It's all hard work, too, but it's luck.”
— Evan Spiegel [72:34]

Key Takeaways

• Vision Over Valuation: Evan prioritized long-term vision and user-centric innovation over immediate financial gains, as evidenced by rejecting a $3 billion offer from Facebook.

• Adaptability: The ability to pivot from Picaboo to Snapchat, and later rebrand to Snap Inc., showcases the importance of adaptability in entrepreneurship.

• User-Centric Design: Focusing on close-knit communication rather than expansive networks differentiated Snapchat in a crowded social media landscape.

• Responsible Innovation: Balancing feature development with societal impact reflects Evan’s commitment to creating technology that enhances, rather than detracts from, human connections.

• Mentorship and Learning: Leveraging mentorship from industry leaders like Eric Schmidt highlights the value of continuous learning and seeking guidance in leadership roles.

Notable Quotes Summary

• Evan Spiegel [06:17]: Emphasizes his early realization of not wanting to follow in his father's legal footsteps.

• Evan Spiegel [29:57]: Discusses the innovative approach to camera functionality in Snapchat.

• Evan Spiegel [34:25]: Highlights the critical lesson of understanding investment terms beyond standard practices.

• Evan Spiegel [02:48]: Reflects on the emotional response to Facebook’s interest in Snapchat.

• Evan Spiegel [57:17]: Explains the reasoning behind Snap's rebranding and expansion into augmented reality.

• Evan Spiegel [19:16]: Contrasts Snapchat’s unique growth approach with traditional social media network effects.

• Evan Spiegel [42:23]: Shares insights on leadership and the advantages of seeking knowledge.

• Evan Spiegel [59:14]: Defends Snapchat’s streak feature as a tool for maintaining personal connections.

• Evan Spiegel [72:34]: Acknowledges the role of hard work and luck in his entrepreneurial journey.

Final Thoughts

Evan Spiegel’s narrative is a compelling exploration of building a transformative tech company from the ground up. His emphasis on innovation, user engagement, and strategic foresight provides invaluable lessons for aspiring entrepreneurs. By prioritizing meaningful human interactions and embracing the potential of augmented reality, Evan illustrates how vision and adaptability are crucial in shaping the future of social media.

Connect with How I Built This:

• Listen on: Wondery App, Apple Podcasts, Spotify
• Join Wondery+: wondery.com/links/how-i-built-this
• Merchandise: WonderyShop.com/HowIBuiltThis

This summary captures the essence of Evan Spiegel’s discussion on How I Built This with Guy Raz. For the full experience, listen to the episode available on your preferred podcast platform.