Play by your own rules
GoWalla founder shares his story during the check-in battle with Foursquare:
Truth be told, we didn’t really care about Check-Ins either. It was just the action verb we put on the orange button that performed our app’s primary function. What we really wanted was for people to see the world through the eyes of their friends.
…It turns out there was another app that shared a similar vision called Burbn. They were building yet another check-in type service loaded with every feature but the kitchen sink. But early user feedback, coupled with a desire to avoid the check-in battle shitshow already in progress, led them to drop everything to focus on one simple feature: Photos…
They made their own rules. They called it Instagram.
That whole “see the world through the eyes of their friends” thing? Turns out Instagram did a pretty good job of this.