Framework
The Three Waves of Instagram
Will identifies three distinct product eras at Instagram, each of which informs how he is building Workmate.
How it works
- 1Wave one: filters on the feed — self-expression.
- 2Wave two: stories — ephemeral connection.
- 3Wave three: constant content recommendations and Reels — algorithmic discovery.
- 4The takeaway for AI: the third wave succeeded because it gave users more control over what they saw, not less. Workmate applies the same principle to scheduling preferences.
Hear it on the podcast
The AI EA FlexListen to the episodeMore from this episode
The Trust Curve in AI DisclosureWill frames the disclosure question not as a binary but as a function of industry, demographic, and medium.The Sculpting versus Painting DistinctionWill and Ryan agree that the founder's job is shifting from execution to taste.The Stable Ground ProblemBuilding a company on an AI stack that changes every quarter forces a different relationship with planning.The Pick Your Battles Operating SystemWill's personal life philosophy, applied to product decisions.
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