In times when much of our online behaviour is driven by likes and follows, millions of creatives have found refuge in the photography-based storytelling platform VSCO. By removing the social pressures around sharing content online, VSCO has become a safe space for uninhibited creative expression – and a thriving business for its founders. Originally a photographer, co-founder Joel Flory recounts the company’s transformation from a ‘community-strapped’ small business to a global photo-sharing platform with more than forty-five million users. Heavily influenced by his parents’ work and life ethics, Joel is determined to stray from conventional business models for the sake of an authentic user experience. The Bay Area native is not afraid to admit, though, that running a healthy community as a profitable business is a continuous balancing act, requiring a strong vision that’s receptive to change.