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When Pinterest founder Ben Silbermann was launching the platform, he took an unconventional—and highly effective—approach to gain users. As Sam Altman recounts, Silbermann would visit coffee shops and Apple stores in Palo Alto, politely asking strangers to try Pinterest. He even set up browsers in the Apple store to display Pinterest’s homepage, sparking curiosity among passersby. Altman highlights this as a powerful example of “doing things that don’t scale,” a concept essential for startups to succeed in their early stages.
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Embracing "Unscalable" Tactics
Most people associate success with scalable systems, but as Altman notes, the path to growth often starts with grassroots tactics. Silbermann’s direct, personal approach helped Pinterest gather an initial community, proving that a few loyal users are more valuable than a fleeting crowd. By asking people personally to try Pinterest, Silbermann was able to build connections, gather feedback, and make those early users feel valued.
Focus on Small, Engaged Communities
Altman encourages startups to focus on gaining a small, highly engaged group of users who genuinely love the product. Rather than attempting to go big too soon, it's about getting close to those who adopt early and understanding their needs in depth. Listening closely to this core group offers invaluable insights, often revealing what features or improvements will make the most difference. Think about how Slack started: Stewart Butterfield initially tested it within his own team to refine it before making it widely available. This allowed Slack to resonate deeply with users once it launched more broadly.
Gathering Feedback from Your “First Fans”
Getting close to initial users creates a feedback loop crucial to refining a product. Altman’s advice underscores the value of building relationships with early adopters who are willing to share honest feedback, which can guide critical improvements. Consider Twitter’s early days: Jack Dorsey and his team interacted closely with a small user base, which provided essential insights that shaped the platform’s development.
Lessons from Paul Graham: Non-Scalable Efforts Lead to Lasting Impact
Altman points to Paul Graham’s essay on doing things that don’t scale, a must-read for any startup founder. Following Silbermann's example, Graham suggests that founders go to extraordinary, personal lengths to find and connect with their first users. Building a user base can be daunting, but those early efforts to establish a core community often lead to organic growth later.
Making a Difference by Going Small First
The success of companies like Pinterest, Airbnb, and Slack didn’t come from massive initial marketing budgets; it came from founders going directly to their first users and listening to them. So if you’re building something new, remember that the non-scalable things—like face-to-face interactions, direct conversations, and personal outreach—might just be the very tactics that help you make a lasting impact.
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