Chasing Likes: How One Button Changed The World

8 snips

Jul 22, 2025

Martin Reeves, a business thinker and strategist at the BCG Henderson Institute, dives into the fascinating history and impact of the 'like button.' He reveals how this seemingly simple feature transformed social media and our understanding of validation and success. The conversation discusses the messy invention process, highlighting the collaborative nature of innovation. Reeves also warns against pursuing external approval at the cost of authenticity, and he explores how modern algorithms influence our preferences in an increasingly digital world.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

INSIGHT

External Validation Trap

The desire to be seen can shift into a need for validation, subtly altering creative motivation.
This externalized identity traps creative leaders, steering them towards applause rather than authentic values.

ANECDOTE

Origin Meeting Sparks Investigation

Martin Reeves met Bob Goodson, who had a 2005 sketch of the like button predating Facebook's 2009 rollout.
Their conversation evolved into a deep investigation uncovering the like button's complex invention story.

INSIGHT

Iterative Collective Invention

The like button emerged from many small, tactical fixes by multiple companies over time.
Innovation here was messy and collaborative, not a lone genius story.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

In this episode of Daily Creative, we dig into the origins and unexpected global impact of the “like button” with business thinker and strategist Martin Reeves, co-author of Like: The Button That Changed the World. Together, we uncover not just the technical and historical story behind one of the internet’s most recognizable icons, but also how something so small has fundamentally rewired our ideas about validation, success, identity, and creativity.

We explore the messy, iterative invention process behind the like button, dispelling the myth of the “lone genius” and highlighting the chain of small, serendipitous problem-solving moments that led to its creation. Through Martin’s research and stories—ranging from ancient Roman gestures to the algorithmic engines of the digital age—we examine how cultural symbols embed themselves in new technologies, how our need for validation can become a trap, and why creative leaders must be wary of chasing applause over substance.

Finally, we reflect on how the very tools we invent end up shaping us, for better or worse, and what that means for our own creative paths today, especially as technologies like AI quickly raise similar questions about identity, taste, and agency.

Key Learnings from This Episode:

External Validation vs. Inner Conviction: When we start creating primarily for immediate recognition and “likes,” we risk losing sight of our core values and true creative voice.
Messy Invention, Not Lone Genius: The like button didn’t come from a single visionary, but from a series of iterative solutions and small tactical problems—reminding us that progress often happens in unexpected, collaborative ways.
Cultural Resonance Matters: The thumbs-up icon succeeded because it was already deeply embedded in culture, making the digital transition intuitive and frictionless for users.
The Double-Edged Sword of Instant Feedback: While instant feedback can enhance connection and learning, it also reshapes our tastes, identities, and behavior—sometimes with serious unintended consequences for mental health, social norms, and democracy.
Let Curiosity Lead: The most transformative creative breakthroughs often come not from rigid objectives, but from following curiosity and allowing projects to evolve organically.

Get full interviews and bonus content for free! Just join the list at DailyCreativePlus.com.

Mentioned in this episode:

The Brave Habit is available now

My new book will help you make bravery a habit in your life, your leadership, and your work. Discover how to develop the two qualities that lead to brave action: Optimistic Vision and Agency. Buy The Brave Habit wherever books are sold, or learn more at TheBraveHabit.com.

To listen to the full interviews from today's episode, as well as receive bonus content and deep dive insights from the episode, visit DailyCreativePlus.com and join Daily Creative+.