Redesign, rename to a short slang word, and buy a matching .link domain

Hunter Isaacson… we're like, "We need to build a product for this. What's the most viral thing we can think of?" And we're like, "Let's build an anonymous messaging platform on top of Instagram." The consumer world is so small, we thought everyone was going to do this. We thought this was going to be like the number one thing people were going to build. So, our focus was like, how do we build this in like as fast as possible? We built the app in about a month,

Hunter Isaacsonbut then it was like six months of nobody using it. So, it was like our assumption that everybody saw the opportunity was like so wrong. No one cloned us until after we went viral. That six months was very hard. We tried a lot of different things. You know, we rebranded the app first, just design-wise, then I changed the name. I came up with the name NGL. We got a sick domain, ngl.link.

Hunter IsaacsonAnd we basically spent money purely on how to activate the graph. So, we were like testing here and there, influencers, you know, like $100 here, $100 there, paying someone to post to Instagram Story, you know, TikToks, just trying things. About four months into the six-month period, we had that first like tiny little blip, like very small. And it was from an influencer who we paid to post the the link.