As a kid, Ben Silbermann was obsessed with collecting—stamps, insects, anything he could pin, sort, and organize. What he didn’t realize then was that his childhood hobby would later inspire the creation of Pinterest, a platform that turned visual collecting into a small community that has grown to 445 million users.

In this week’s SOFE newsletter, I share how Ben turned his hobby into a billion-dollar business as well as:

• 3 storytelling lessons founders can use from Pinterest’s early growth

• The science behind brand communities and how they drive loyalty

• A video of Ben sharing how creating magical moments make products unforgettable

 Enjoy this read—and maybe start pinning your next big idea… LG

Founder Story: Ben Silbermann, Pinterest  

Born in Iowa to a family of physicians, Ben Silbermann grew up surrounded by science and structure. His parents and sisters practiced medicine, and for much of his childhood, he assumed he’d follow in their footsteps.  

But there was another side to him—a collector’s spirit. He gathered everything from stamps to insects, meticulously pinning them to boards and arranging them in shadow boxes, as if curating his own natural history museum.  

For Ben, collecting wasn’t just a hobby; it was a way of expressing himself.

Collections weren’t just objects—they were a reflection of identity, a way to tell stories about who you were and what you valued.  

Despite this passion, he initially took a conventional path, attending Yale with plans to become a doctor. However, a growing interest in technology led him to pivot to political science. After graduation, he took a corporate job in Washington, D.C., analyzing data for a consultancy.  

At night, though, he immersed himself in tech blogs, fascinated by the creative projects coming out of Silicon Valley.

The internet was changing the way people connected, and Ben wanted to be part of it.  

Eager to be closer to the action, Ben moved west and joined Google, working in online sales and operations. Though inspired by Google’s bold vision he felt stifled as a non-engineer. 

The desire to build something of his own grew stronger, and with encouragement from friends, he took the leap into entrepreneurship.  

His first venture, Tote, an iPhone shopping app, failed. But it revealed something unexpected: users weren’t buying products through the app—they were emailing themselves images of items to revisit later.  

That insight sparked an idea rooted in Ben’s lifelong love of collecting.

What if there were a digital platform where people could curate and share their collections in a visually compelling way?  

With co-founders Paul Sciarra and Evan Sharp, Ben pivoted from Tote to create Pinterest.  

Inspired by his childhood pinboard of insects, Pinterest aimed to be a virtual space for organizing and showcasing inspirations. Unlike other social networks driven by chronological feeds, Pinterest featured a grid of images, encouraging discovery and creativity.  

The team obsessively refined the platform, testing over 50 prototypes before landing on the final design. They introduced key innovations like infinite scroll, allowing users to explore seamlessly without interruption.  

Despite their efforts, growth was painfully slow at first.

Ben personally emailed thousands of early users, thanking them for joining and gathering feedback. He even hosted in-person meetups to foster community. 

Progress was modest but steady, with user numbers increasing 40-50% each month. Designers and collectors embraced Pinterest, drawn to its ability to visually capture and organize ideas.  

Early adopters didn’t just use Pinterest—they championed it. By focusing on this small but passionate group, Ben and his team built a foundation for organic growth. They resisted the urge to chase mass adoption too quickly, instead prioritizing the experience and fostering a loyal community.  

The turning point came as word of mouth spread. Pinterest’s unique layout and visual discovery tools resonated with people planning everything from weddings to home makeovers to recipes.

Suddenly, it wasn’t just for collectors—it was a source of inspiration for anyone looking to create something meaningful.  

Today, Pinterest has over 445 million active users and a $3.2 billion valuation, with billions of pins saved monthly. What started as a childhood passion turned into a global platform—all because Ben Silbermann remained obsessed with solving a problem, crafting a great experience, and believing in the power of collections to tell stories.  

Storytelling Lessons:

Pinterest didn’t explode overnight—it grew from a small, passionate group of users who loved what Ben Silbermann created into a massive community. Here’s how you can apply his relentless focus on solving a problem, building an engaged community, and perfecting the details storytelling principles to your story:

1. Solve a Clear Problem
   Pinterest succeeded because it addressed a specific need: giving collectors a way to beautifully showcase and share their passions online. Ben’s intense focus on solving this problem made the platform resonate with early users because he tapped into their desire to show the world their interests.
   
   When crafting your story, highlight the problem you’re solving and why it matters to your audience. The more urgent and relatable the problem, the more compelling your story will be.
   

2. Build with Die-Hard Fans First
   Rather than chasing mass adoption, Ben and his team focused on a small, passionate audience that truly loved the product. By personally engaging with early adopters and making them feel valued, he built a community that championed Pinterest.
   
   Identify your core audience as early as possible with a specific focus on deeply understand their needs. They can help you focus on your offering’s north star as well as become advocates for your vision.
   

3. Obsess Over (& Communicate) the Details
   From testing 50 prototypes to personally reaching out to users, Ben’s attention to detail made Pinterest not just functional but delightful. His focus on user experience and design created something people wanted to share beyond their own collections.
   
   Your story should reflect the care and effort behind your product. Personal touches and genuine interactions build trust and makes your vision more compelling because they see how much you care.

Great storytelling isn’t just about what you say—it’s about solving real problems, finding the right audience, and refining every detail to create something truly impactful.

Fun Fact:

Ben Silbermann didn’t just build a product—he built a community. By personally emailing thousands of users and sharing his story, he fostered loyalty that turned early adopters into advocates.

A study in MIT Sloan Review found that active brand engagement boosts participation, co-creation, and word-of-mouth advocacy—all key to brand loyalty. By making users feel connected, Ben ensured Pinterest’s organic growth.

His approach proves that when founders engage deeply, they don’t just gain users—they create passionate brand champions.

Video to Watch:

In this video “Pinterest Co-Founder and CEO Ben Silbermann”, Ben shares how great products create one magical moment that resonates deeply with users—a key catalyst in Pinterest’s creation.

He explains how Pinterest was built to help people tell their stories through visual collections and how businesses can tap into this discovery-driven experience.

If you want to understand the vision behind Pinterest and how it connects people through inspiration, this is a must-watch.

SOFE Issue #020 - From Collecting Insects to 445 Million Users: The Pinterest Story

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