Jan Koum

You don't need the iPhone: you have the most exquisite apparatus in the known universe sitting right in your head - the most complex organization of matter in the entire universe. And here are we, feeling a little depressed, feeling like we're not getting where we need to be, when really you might be exactly where you need to be.

Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.