Winner of the FT and McKinsey Business Book of the Year Award 2020'Deeply researched and highly entertaining.' The Times'Lively and revealing.' Economist'Clear-eyed and objective.' New York TimesThe inside story of the how Instagram took over the world.Drawing on interviews with all the key figures at Instagram, No Filter vividly recreates the rise of the most successful photo app in history: from its origins in a Silicon Valley coffee shop, to its unprecedented billion-dollar acquisition by Facebook, to its founders' dramatic clashes with their new boss, Mark Zuckerberg. Along the way, it explores how Instagram has changed society - encouraging businesses to prioritise their aesthetic above all else, forging a new economy of digital entrepreneurs, and rewiring how a generation thinks about celebrity and success.The result is the definitive story of how a simple platform revolutionised tech, business, and popular culture. Instagram has remade us all in its image. This book reveals how. One of the best books of the year according to: The Times | Fortune | Financial Times | Inc. | Economist | Newsweek'Brilliant . . . Vivid reporting and electric story-telling.' Ashlee Vance, author of Elon Musk'Deeply sourced . . . A compelling tale of app jealousy.' Financial Times'Frier captures the power Instagram came to wield in society even among those who didn't use it.' Washington Post