ReThinking: Fixing social media with Pinterest CEO Bill Ready
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this compelling episode, Pinterest CEO Bill Ready makes a powerful case for revolutionizing social media through "engagement via positivity" rather than the industry-standard rage machine. Ready shares how Pinterest has successfully tuned its AI algorithms to prioritize (07:05) "time well spent" over total engagement, resulting in content that helps users take real-world action instead of endless scrolling. He reveals breakthrough strategies including diversity-by-default feeds, private-only experiences for users under 16, and even prompting teens to (24:08) "come see us after school" during class hours—proving that positive business models can drive both user wellbeing and impressive growth, particularly with Gen Z users who comprise over 40% of Pinterest's base.
Speakers
Bill Ready
CEO of Pinterest, former executive at Google Pay and Braintree. Under his leadership, Pinterest has become the only major social platform offering private-only accounts for users under 16, while growing Gen Z engagement by nearly doubling user numbers through prioritizing mental health and positivity over traditional engagement metrics.
Adam Grant (Host)
Organizational psychologist and Wharton professor, author of bestsellers including Think Again. Host of TED's Rethinking podcast, exploring the science of what makes us tick through conversations with fascinating leaders and thinkers.
Key Takeaways
Optimize for Time Well Spent, Not Time Spent
Shift algorithms from triggering immediate reactions to appealing to conscious choice. Pinterest measures what users intentionally save and engage with rather than what they look at impulsively. (05:53) This approach surfaces self-help videos and DIY content instead of triggering material, leading users to feel better after their time on the platform and creating lasting engagement through positive experiences.
Build Your Army with Freedom Fighters
Recruit team members who are intrinsically motivated by your mission rather than external rewards. As Bill's mentor taught him: "With whom do you build your army? Do you want the conscripted? Do you want mercenaries? Or do you want freedom fighters?" (28:22) Freedom fighters will give you more than anyone else, but your mission must be authentic—they'll call you on any insincerity immediately.
Make Customer-Facing Accountability Your North Star
Every business decision should pass the "look them in the eye" test. Bill learned this working in his family's auto repair shop at 13, where he had to personally explain mistakes to customers whose livelihoods depended on their trucks. (39:59) This principle guides his approach to Pinterest's 570 million users—if you can't justify your decision while looking a customer in the eye, reconsider it.
Hire for Resilience Through Non-Traditional Pathways
Look for candidates who've demonstrated the ability to overcome obstacles rather than just achieve outcomes. Resilience often comes from non-traditional backgrounds—immigrants who came with $20 in their pocket, first-generation college students who needed Pell Grants. (38:03) These individuals bring both diversity of thought and the tenacity to find solutions when facing adversity.
Challenge Industry Norms by Proving Alternative Models Work
Don't wait for competitors to change—demonstrate that ethical practices can be profitable. Pinterest made users under 16 private-only (permanently) despite stock dropping 20%, then nearly doubled in value a year later. (08:32) By proving you can "make money on positivity," you create pressure for the entire industry to compete on safety records rather than engagement metrics.
Statistics & Facts
- 48% of Gen Z knows that social media isn't good for them according to Pew Research, but they can't necessarily quit it because it's become a collective action problem where their friends are there so they have to be there. (09:08)
- Gen Z is now more than 40% of Pinterest's users and it's their largest, fastest growing demographic, despite Pinterest turning social features off for many of those users. (07:42)
- Pinterest's stock actually dropped 20% when they made the change to private-only accounts for users under 16, because people thought it would wreck their engagement with young users, but a year later they nearly doubled. (08:29)
