Eugene Wei, an early Amazon employee who went on to work at Hulu, Flipboard and Oculus, talks with Recode’s Peter Kafka about “Invisible asymptotes,”a post on his personal blog that went viral. In it, Wei wrote that all companies have a ceiling to their growth, but the ones that can figure out what that ceiling is can adapt and keep growing beyond it. For example, Wei’s old employer, Amazon, recognized that customers’ aversion to paying for shipping was its ceiling, and so developed Amazon Prime to keep them coming back. He explains how Twitter has historically failed to iterate similarly, why Snap’s attempt to redesign Snapchat for a broader audience backfired, and why Facebook, which is still growing internationally, is seeing its American users get less value out of the platform over time. Plus: Why Instagram is the least toxic social network, what’s holding VR back and why "Star Wars" is like a social network.

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