Harry McCracken, writing for Fast Company:
“A big change happened when we decided to go non-square,” says Systrom, who, with his close-cropped beard, chocolate-colored quilted blazer, and wooden water bottle, has a sense of style befitting the cocreator of a tool for sharing beautiful photography. The decision not only gave the company more confidence to change its app, but also inspired it to go much further in evolving the service. Systrom realized that if the company waited until there were signs that the app was in dire need of revamping, it would likely be too late.