Snap founder Barb Prindle worked for several years in corporate advertising departments and agencies. As a writer, she learned to quickly distill down the story of a company to its most compelling elements. Crafting TV ads, national print campaigns and the like, she discovered that the fundamentals of branding never changed: First, find the compelling story. Second, tell it well. Third, be a decent person while doing it.
She also learned several important lessons on how easy it is for companies to make epic marketing mistakes and spend many, many dollars doing it. She founded Snap in Minneapolis in 2002, with the credo: