Skip to main content

What happens to Snap?

What happens to Snap?


Snapchat’s business goals continue to shrink. Does Evan Spiegel have what it takes to turn things around?

Share this story

A photo of Evan Spiegel.
Snap CEO Evan Spiegel.
Photo illustration by William Joel / The Verge. Photo by Charley Gallay/Getty Images Snap, Inc

Every year, in early September, Snap CEO Evan Spiegel sends employees a lengthy letter featuring the company’s big-picture strategy for the next calendar year.

“The exhilarating rush of achieving stretch goals, of building things that matter, of surprising and delighting our community is at the heart of all that we do,” he wrote in this year’s letter, a copy of which I was sent by a source. “But some years, like this one, and the one before it, bring the bruising reality of missing our aspirations by a mile.”

When Snap went public in March 2017, I was on the floor of the New York Stock Exchange watching Spiegel and co-founder Bobby Murphy ring the opening bell. The excitement in the air was palpable. 

Start your Command Line free trial now to continue reading

This story is exclusively for subscribers of Command Line, our newsletter about the tech industry’s inside conversation. Subscribe to a plan below for full access.

Already a Command Line subscriber?Sign in

We accept credit card, Apple Pay, and Google Pay. Having issues?Click here for FAQ