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And of course, if you’re an advertiser looking to offer a related product or service, well, somewhere in all that ideation is one hell of a selling opportunity.

Pinterest is maddeningly hard to get your head around if you’ve spent as much time as I have thinking about search and social. But the light went off when I started to think about its scale (200 million+ users) and the aggregate data those users create every day. Pinterest calls part of this data the “ taste graph ,” a concept that perhaps failed to capture the world’s imagination as yet, given all the graphs that have preceded it (Twitter’s interest graph, Facebook’s social graph, etc). But the taste graph is a powerful ally if your core business is helping people discover actionable ideas — ideas they can . Pinterest drives its business by that one metric — does the service help people get things done? Last year it implemented a “Tried It” button that has become a much loved feature of the site. And unlike most “social” sites (YouTube, Insta, Twitter), trolls don’t thrive on Pinterest. Insulting comments about a Pinterest project tend to get shouted down by community members who ask “Well, did try to do it?!”

It’s a refreshing sensibility in a digital world overwhelmed with toxic externalities. While they can certainly still develop, it seems that present day Pinterest no negative externalities. People actually feel better after a session on Pinterest, company executives have told me. On those other platforms? Not so much.

2018 will be the year that Pinterest will prove if it’s worth that $12 billion valuation. It’s worth noting that the fellow now in charge of its ad products is Jon Alferness , a longtime Google Adwords exec who ran both Travel and Shopping for the search giant. As Silbermann told me toward the end of our interview, Pinterest’s model reminds him of early Adwords, back when all parties to the transaction — the user, the platform, and the advertiser — felt good about the value exchanged (Silbermann worked on Adsense for two years earlier in his career). Can Pinterest make that happen at scale in a world dominated by the Dread Duopoly of Google and Facebook, not to mention Amazon, which is looking to undermine them both?

I think the company has the best shot of any at doing just that. Silbermann will join me on stage at the Shift Forum for an interview in late February. I hope to see you there!

John Battelle: The narrative around technology companies over the past year or so has been: “Well, it’s over. Facebook and Google won, and there’s no interesting up‑and‑coming, fast growth, good for the world services left. If there are, they’re all going to get bought by one of those guys.” I hope you don’t get bought by one of those guys in the next two months.

I don’t think so.

Ben Silbermann: Well if you do, I guess we can hear you explain that at the Forum! Given Pinterest is not always well understood, what do you hear about the service that really irks you, perhaps because it reflects a misunderstanding of the service at some fundamental level?
Got it!
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