"No Filter: The Inside Story of Instagram" by Sarah Frier is an in-depth look at the rise and fall of the photo-sharing app Instagram. Written by an experienced journalist with unparalleled access to the founders of Instagram, employees, executives, and competitors, the book tells the story of how Kevin Systrom and Mike Krieger created an app that quickly went mainstream, and how Facebook's Mark Zuckerberg bought the company for a historic $1 billion when Instagram had only thirteen employees. The book explores how the founders of Instagram tried to maintain the app's beauty, brand, and cachet, resisting Facebook's grow-at-all-costs philosophy in favor of a strategy that highlighted creativity and celebrity. As Instagram was about to reach a billion users, Facebook's CEO Mark Zuckerberg began to feel threatened by Instagram's success. The book examines how Instagram's dominance acts as a lens into our society today, highlighting our fraught relationship with technology, our desire for perfection, and the battle within tech for its most valuable commodity: our attention.