False starts

Business Insider interviewing Instagram CEO Kevin Systrom:

Popular photo sharing site Instagram may have 27 million users, but it originally started out as a check-in app called Brbn.

“It’s about going through false starts… Brbn was a false start. The best companies in the world have all had predecessors. YouTube was a dating site. You always have to evolve into something else,” he said.

There’s a core of something you’re after, but the concrete expression may change over time.