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Pinterest CEO Ben Silbermann Fireside with Sarah Tavel | #ProductSF
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At #ProductSF, Greylock's Sarah Tavel is joined by Pinterest co-founder Ben Silbermann to talk about the evolution of his roles as both CEO and product leader at a high growth company. Ben shares how thinks about distribution, hiring and scaling teams, and what makes a strong product manager. #ProductSF is a product-centric event hosted by Greylock Partners. The conference brings together a community of founders, PMs, and product leaders to talk about the challenges of building new, innovative products that change lives and create habits. Learn more about your ad choices. Visit megaphone.fm/adchoices (https://megaphone.fm/adchoices)
Segments Timeline
Introduction to Ben Silbermann
In this segment, Sarah Tavel introduces Ben Silbermann, co-founder of Pinterest, at the #ProductSF event. They discuss the themes of distribution, hiring, and scaling teams, setting the stage for a deep dive into product management and innovation.
"[Music] at product SF Greylock Sarah tavl chats with Pinterest co-founder Ben Silberman about distribution hiring and scaling teams and what makes a strong product manager this presentation was record..."
The Spark of Product Passion
Ben Silbermann shares the moment he realized his passion for building products during college. He reflects on his early experiences with the internet and how creating a virtual glasses try-on app sparked his interest in product development. This segment highlights the importance of personal connection to product creation and the joy of innovation.
"[Music] at product SF Greylock Sarah tavl chats with Pinterest co-founder Ben Silberman about distribution hiring and scaling teams and what makes a strong product manager this presentation was record..."
The Spark of Product Creation
Ben Silbermann shares his early fascination with the internet during college, describing how his lack of broadband access fueled his passion for building products that connect people. He recounts creating a web app that allowed users to try on glasses virtually, marking the beginning of his journey into product development.
"having me well so Ben like let's start uh at the beginning for you which is you graduate from college and when's the moment when you start to realize like I want to spend my time building products for..."
Lessons from Early Projects
Silbermann discusses the various products he created before Pinterest, including a quiz app and Tote, the precursor to Pinterest. He reflects on the valuable lessons learned from these experiences, emphasizing the importance of commitment and understanding user-friendly design. This segment underscores how early failures can inform future successes.
"started making kind of like toys with my friends U my parents are doctors uh my sisters are doctors as well my my folks are Opthomologist so the first thing that I made was this little web app with a ..."
Lessons from Early Projects
Silbermann reflects on his various projects before Pinterest, including a quiz app and Tote, the precursor to Pinterest. He discusses key learnings from these experiences, emphasizing the importance of treating product development seriously and recognizing what resonates with users.
"started making kind of like toys with my friends U my parents are doctors uh my sisters are doctors as well my my folks are Opthomologist so the first thing that I made was this little web app with a ..."
The Iterative Process of Pinterest
Ben Silbermann delves into the creative process behind Pinterest's development, detailing the numerous iterations of the product's design. He explains the significance of essential elements like aesthetics and user engagement in creating a successful platform. This segment illustrates the importance of thoughtful design and iteration in product development.
"realized that like maybe a big reason why they weren't going farther was because I treated them as this part-time thing and it actually takes a lot of work to make a really good product and I was in l..."
The Importance of Full Commitment
Ben emphasizes the necessity of full commitment to product development, sharing insights on how treating projects as part-time endeavors limited their potential. He highlights the value of simplicity and emotional connection in product design, which ultimately influenced Pinterest's development.
"in some way sure yeah I mean I I built a whole bunch of different things and I mean I could repeat some of the learnings but a lot of them are not going to be interesting it's like oh like you should ..."
Conviction in Simplicity
Silbermann shares his belief in the simplicity of Pinterest's core concept and the importance of low expectations in the early stages of product launch. He discusses how the feedback from early users helped shape the platform and the confidence it gave him to continue refining the product. This segment emphasizes the value of user feedback and maintaining a clear vision.
"guess stepping back like um the the concept behind Pinterest was always very clear from the very beginning even the very first drawings like on paper we're like we're going to have boards we're going ..."
Pin It Forward: A Marketing Breakthrough
In this segment, Silbermann recounts the 'Pin It Forward' marketing campaign that significantly boosted Pinterest's growth. He explains how collaborating with bloggers created a buzz around the platform and led to increased user engagement. This highlights the power of community and strategic marketing in scaling a product.
"personal bias and it was it like the just the two of you in a room kind of revving or were you bringing a lot of people in or how did you how did you go from each of these versions to the next yeah I ..."
Iterative Design Process of Pinterest
Silbermann discusses the iterative design process behind Pinterest, detailing how he and his co-founders explored numerous layouts and features before settling on the final product. He explains the significance of creating an appealing collection and the role of design in user engagement.
"personally that's a very kind of uh subjective thing but I really developed appreciation for products that were extremely simple to use um I really began to appreciate products that they something um ..."
Essential Elements of a Successful Product
In this segment, Ben outlines the essential elements that contribute to a successful product. He challenges the notion of shipping quickly without ensuring quality, arguing that subpar elements can hinder learning and growth. He shares his belief in the importance of foundational features.
"so maybe talk us through that like what was that creative process for you guys and and when was like what was it that made you feel like all right we've got we've got the version we want to ship I gue..."
Setting High Standards for Early Users
In this segment, Ben discusses the importance of maintaining high standards for content on Pinterest. He explains how they implemented strict guidelines to ensure quality, which helped establish a positive user experience and set the tone for future growth.
"of that content was extremely high we um like I spent a ton of time making sure that every one of those early users had a really good experience and we set very strict expectations on what was in and ..."
The Role of Product Quality in Distribution
Silbermann emphasizes that the foundation of Pinterest's success lies in building a great product. He argues that if the product is genuinely valuable, distribution will naturally follow, highlighting the importance of understanding user behavior in driving growth.
"company and a lot of people now like when you're starting a company like uh we had Reed and James talk about this earlier it's like day one you start the company you should be thinking about how to bu..."
Navigating Early Challenges
Silbermann reflects on the early days of Pinterest, discussing the challenges of launching a new product without a user base. He shares his conviction in the core concept of Pinterest and the importance of low expectations in navigating the startup landscape.
"audience and so I I have a little bit of a different belief but I think it's um I think there a lot of ways there a lot of ways that you can you can build things and be successful but that's that's my..."
Pin It Forward Campaign
Ben describes the 'Pin It Forward' marketing campaign that helped Pinterest gain traction. He explains how they engaged bloggers to promote the platform, creating a buzz that led to increased user adoption. This strategic move marked a pivotal moment in Pinterest's growth trajectory.
"seeing how to how to make it have that that that growth yeah it's a tricky question I mean I mean truthfully like I thought it was pretty cool you know when I looked at it I was like this is pretty co..."
Transitioning from Founder to CEO
Ben reflects on the challenges of transitioning from a hands-on founder to a CEO managing a larger team. He discusses the importance of empowering talented individuals while providing a clear vision and expectations to ensure alignment and accountability.
"those products are kind of like skey and because they basically do something that's not in line with what the users do which which isn't necessarily a bad thing but but I've never really loved those p..."
Setting High Standards for Content
In this segment, Ben emphasizes the importance of maintaining high content quality on Pinterest. He explains the strict guidelines implemented for early users, including restrictions on personal photos and the requirement for descriptions, to ensure a curated and engaging user experience.
"like I spent a ton of time making sure that every one of those early users had a really good experience and we set very strict expectations on what was in and what was out of the service so you couldn..."
The Challenge of Letting Go
In this candid segment, Silbermann shares the emotional difficulty of stepping back from direct product involvement as Pinterest grew. He discusses the need for trust in his team and the importance of allowing them to take ownership of the product.
"reason I say it's hard is two things like one is just like psychologically like it's hard because a lot of people start companies because they really love products and you don't have to take your hand..."
Navigating Feedback and Communication
Ben talks about the complexities of communication within a growing team, especially during product reviews. He highlights the importance of creating an environment where team members feel comfortable providing honest feedback to improve the product development process.
"than done right I mean I remember uh what must have been one of the first product reviews at Pinterest um where you like I as like a brand new product manager come in and it's like the first time that..."
The Role of Distribution in Product Success
Silbermann shares insights on the significance of integrating distribution strategies from day one of product development. He believes that a strong product naturally attracts users, and discusses how understanding user behavior can help amplify growth and engagement.
"company and a lot of people now like when you're starting a company like uh we had Reed and James talk about this earlier it's like day one you start the company you should be thinking about how to bu..."
Balancing Leadership and Team Empowerment
Silbermann discusses the balance between leading a team and empowering them to make decisions. He stresses the importance of being clear about critical decisions while allowing flexibility in other areas, fostering a collaborative and innovative culture.
"just up and someone someone with the courage to come up is like hey that product review is terrible you were awkward it made me awkward made my team feel unappreciated you weren't clear you said somet..."
Evolving as a Product Leader
Ben reflects on the challenges of transitioning from a hands-on product creator to a CEO overseeing a larger team. He discusses the importance of empowering talented individuals while providing a clear vision and expectations to foster innovation and accountability within the company.
"those products are kind of like skey and because they basically do something that's not in line with what the users do which which isn't necessarily a bad thing but but I've never really loved those p..."
Navigating Feedback and Communication
In this segment, Silbermann addresses the difficulties of receiving and processing feedback as a CEO. He highlights the need for open communication and trust within the team, sharing personal experiences of managing product reviews and the impact of his demeanor on team dynamics.
"reason I say it's hard is two things like one is just like psychologically like it's hard because a lot of people start companies because they really love products and you don't have to take your hand..."
Defining the Role of Product Managers
In this segment, Silbermann explores the evolving role of product managers at Pinterest. He argues against the notion of a single type of product manager, emphasizing the need for clarity in communication and the ability to motivate diverse teams. This discussion sheds light on the essential skills required for successful product management.
"something that I think you know I'm still working on getting better at the role of product and in a company differs by company so in some companies they talk about uh the manager maybe some people her..."
Letting Go of Control
Ben discusses the struggle of relinquishing control over product decisions as the company grows. He emphasizes the importance of trusting his team to deliver exceptional results and the necessity of adapting his leadership style to foster a collaborative environment.
"than done right I mean I remember uh what must have been one of the first product reviews at Pinterest um where you like I as like a brand new product manager come in and it's like the first time that..."
Interviewing for Product Management Success
Silbermann shares his approach to interviewing product managers, focusing on their ability to communicate effectively and share their experiences in product development. He highlights the importance of storytelling and clarity in understanding product goals, which are crucial for driving successful outcomes in product management.
"sets on the team and there's some people that are amazing at completely Green Field Pie in the Sky I'm going to sit down with a designer until 2: in the morning and we're going to invent something tha..."
Balancing Leadership and Team Empowerment
Silbermann concludes by sharing his philosophy on leadership, stressing the importance of clarity in decision-making. He advocates for empowering team members while maintaining a clear direction for critical decisions, highlighting the balance between being a leader and a peer.
"better like their job is to produce something way better and then after that I just think it's like a horrific process of trial and error uh where you just up and someone someone with the courage to c..."
Continuous Improvement as a Product Leader
Silbermann reflects on his journey to become a better leader and product manager. He discusses his passion for technology and the importance of staying curious about new products. This segment emphasizes the need for ongoing learning and adaptation in the fast-paced world of product development.
"like how how are you pushing yourself to just continue to improve and evolve as a as a product leader I'm actually just trying to get better as a leader I feel like that's my core job and to get bette..."
The Transition from Tote to Pinterest
Silbermann recounts the pivotal moment when he and his team decided to pivot from their initial project, Tote, to Pinterest. He shares the challenges they faced in gaining traction and the nervousness surrounding their decision to switch directions. This segment illustrates the risks and rewards of entrepreneurship in the tech industry.
"well why don't we turn it over to questions um from the audience any questions hey are you still sitting in products today so kind of how are you I am in product reviews so what do I do um so first of..."
Defining the Product Manager's Role
In this segment, Silbermann elaborates on the evolving role of product managers at Pinterest. He stresses the necessity for clarity in communication and the diverse skill sets required for effective product management. This discussion underscores the importance of adaptability and storytelling in guiding teams towards shared goals.
"something that I think you know I'm still working on getting better at the role of product and in a company differs by company so in some companies they talk about uh the manager maybe some people her..."
The Art of Storytelling in Product Management
Silbermann emphasizes storytelling as a vital skill for product managers. He explains how effective storytelling can align diverse teams around a common goal, facilitating better collaboration and innovation. This segment highlights the significance of narrative in motivating teams and driving product success.
"clear about what we're building and why we're building it and motivate people towards that thing and like the number one thing that I look for now when I hire product managers is are they incredibly c..."
Early Struggles and User Traction
In this segment, Silbermann discusses the slow growth of Pinterest in its early days compared to their previous project, Tote. He provides insights into the timeline of their efforts and the challenges of building a user base. This reflection highlights the perseverance required in the startup journey.
"really nerve-wracking moment because we had to tell these investors and our first Angel Investors were not esteemed Silicon Valley investors they were like random people that we had met and we were te..."
Navigating User Expectations
Ben discusses a critical turning point for Pinterest regarding user expectations and product recommendations. Initially believing Pinterest would be a highly social platform, he realized users preferred personalized recommendations over social interactions. This segment explores the tension between user expectations and product design, highlighting the ongoing challenge of aligning user experience with product evolution.
"we worked on tote for better part of I don't know seven eight months but that's inclusive of like finding Engineers to help us build it and things like that over all the years that you evolved the pro..."
Continuous Improvement as a Product Leader
Ben Silbermann shares his commitment to personal growth as a product leader. He discusses the importance of staying engaged with technology and learning from various products. This segment reflects on the ongoing journey of leadership development and the curiosity that drives innovation in product management.
"you're interviewing someone or perspective product manager how do you interview for that um I'll ask them about a product that they built uh and I'll just see how deep we can go down in it um like wha..."
Stress and Leadership
Ben opens up about the stress of leadership at Pinterest, particularly in orienting team members towards their strengths. He shares his personal struggles with managing roles and the fear of making changes that could impact team dynamics. This candid reflection provides a glimpse into the emotional challenges faced by leaders in high-growth companies.
"today anybody else what would you say is like has been the most stressful time for you from like starting to something now what scary oh my God I'm I mean I'm I'm a pretty like come on I'm a pretty I'..."
Navigating Product Reviews
Silbermann provides insights into his approach to product reviews, emphasizing the need for clarity in understanding product goals. He discusses the balance between guiding the team and allowing them to explore solutions independently. This segment offers a glimpse into the practical aspects of managing product development at Pinterest.
"have all these phones at home and they're all loaded up with all these crazy products they're like set to different country codes and I go to all the different app stores I just I don't know I just I ..."
Excitement in Product Evolution
In this segment, Ben expresses his excitement about the future of Pinterest as they plan for the next 18 months. He emphasizes the importance of understanding user needs and the unique position Pinterest holds in helping users discover their tastes and aspirations. This discussion highlights the ongoing learning process and the commitment to evolving the product.
"of the highlights for you what are the highlights for me I mean I'm I'm actually really excited right now I mean this is a really fun part of the Year we're planning our next 18 months and we kind of ..."
The Transition from Tote to Pinterest
In this segment, Silbermann recounts the pivotal moment of transitioning from their initial project, Tote, to Pinterest. He shares the challenges faced during this shift, including investor concerns and the slow traction of their first product. This narrative illustrates the risks and rewards of pivoting in the startup landscape.
"there are not like and I'm very involved in them but it's not the majority of products um how did you guys decide to switch from question is how do we decided to switch um so prior to Pinterest we'd f..."
Demographics and Product Perception
Ben addresses the common perception of Pinterest as a platform primarily for women, discussing the diversity of its user base and interests. He reflects on how early personalization issues shaped this perception and his vision for making Pinterest a discovery service for everyone. This segment underscores the importance of evolving product strategies to better serve a broader audience.
"happy every day yeah I I think of Pinterest as a product with a specific demographic I don't know if that's actually supported by the data but um I'm curious if that's something that you thought early..."
Navigating Product Direction: Social vs. Recommendations
In this segment, Ben Silbermann discusses a critical decision made during Pinterest's development regarding its social features versus personalized recommendations. He explains how user preferences shifted towards recommendations rather than social interactions, leading to a fundamental change in the product's design. This highlights the importance of understanding user behavior in product management.
"we worked on tote for better part of I don't know seven eight months but that's inclusive of like finding Engineers to help us build it and things like that over all the years that you evolved the pro..."
Stress and Leadership: Managing Team Dynamics
Silbermann opens up about the stress of leadership and the challenges of aligning team strengths with roles. He shares his personal experiences of feeling overwhelmed and the importance of effective communication in management. This segment provides insight into the emotional aspects of being a CEO and the continuous learning process involved in leading a growing company.
"today anybody else what would you say is like has been the most stressful time for you from like starting to something now what scary oh my God I'm I mean I'm I'm a pretty like come on I'm a pretty I'..."
Excitement in Growth: Planning for the Future
Ben Silbermann expresses his excitement about the future of Pinterest as they plan for the next 18 months. He reflects on the evolution of the product and the clarity gained in understanding its core purpose as a discovery service. This segment captures the optimism and strategic vision necessary for leading a successful tech company.
"of the highlights for you what are the highlights for me I mean I'm I'm actually really excited right now I mean this is a really fun part of the Year we're planning our next 18 months and we kind of ..."
Demographics and Diversity: Pinterest's User Base
Silbermann addresses common perceptions about Pinterest's user demographics, emphasizing its diversity and global reach. He discusses the historical reasons for the platform's appeal to women and the need for improved personalization to attract a broader audience. This segment highlights the ongoing efforts to evolve Pinterest into a discovery service for everyone.
"happy every day yeah I I think of Pinterest as a product with a specific demographic I don't know if that's actually supported by the data but um I'm curious if that's something that you thought early..."