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When software architect Jonathan Abrams accustomed in Silicon Valley in 1996, the internet was accustomed for three things: all-inclusive amounts of information, pornography, and anonymity. If users weren’t investigating the aboriginal two, they were abject the third to altercate about movies or politics, their unfiltered opinions unencumbered by apropos over embarrassment. Bodies were accustomed alone by their awning handles.

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Abrams, who came to California to affairs for the web browser Netscape, had an idea. What if bodies could use their absolute names, faces, and locations online? Instead of accepting an avatar, they’d artlessly upload their absolute personality in the anatomy of photos, profiles, and interests. They could associate with others in a cellophane fashion, assortment aural their absolute circles to acquisition new accompany or alike dates. Strangers would be alien through a alternate contact. If accomplished properly, the arrangement would acquire real-world implications on relationships, commodity the internet rarely facilitated at that time.

Abrams alleged his abstraction Friendster. Launched in March 2003, it bound grew to host millions of users. Google began talks of a advantageous buyout. Abrams showed up on Jimmy Kimmel Live, anticipating the dot-com-engineer-as-rock-star template. His investors believed Friendster could accomplish billions.

Instead, Friendster’s drive stalled. Myspace became the ascendant amusing platform, with Facebook bound accepting ground. Abrams, who already appeared assertive to aggregate a affluence from his creation, watched as copycat sites poached his user abject and his access waned. What should’ve been a case abstraction of internet success became one of the accomplished contour casualties of the web’s complete growth. It became too big not to fail.

Many businesses await on a conception myth, the abstraction that a distinct annoying adventure provides the atom of afflatus that turns a accession from a baby affair into a revenue-generating powerhouse. For publicity purposes, these belief are aloof that—fictions devised to accelerate the columnist and agreeableness consumers. Pierre Omidyar, who programmed AuctionWeb and after renamed it eBay, was said to acquire conceived of the activity to advice his wife, Pamela, acquisition Pez dispensers for her collection. In fact, there were no Pez dispensers. It was a allegory affected by an eBay business agent who capital to aggrandize the site’s origins.

In aboriginal columnist advantage of Friendster, there was little acknowledgment of Abrams adorable to monetize the beginning opportunities accessible online. Instead, he was portrayed as a distinct man with a afresh burst affection who capital to accomplish dating easier. Abrams after said there was no accuracy to this agent story, admitting he did acquire afflatus from Match.com, a acknowledged dating armpit launched in 1995. Abrams’s abstraction was to advance commodity like Match.com, alone with the adeptness to accommodated bodies through friends. Instead of messaging addition out of the blue, you could affix via a amusing referral.

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Following stints at Netscape and an accession armpit alleged HotLinks, Abrams wrote and developed Friendster for a bounce 2003 launch. He beatific invites to 20 accompany and ancestors associates in the hopes absorption would multiply. It did, and quickly. By June, Friendster had 835,000 users. By fall, there were 3 million. Facebook’s barrage in February 2004 was months away, and so easygoing that Abrams met with Mark Zuckerberg to see if he’d accede selling. If an internet user capital to associate in a cellophane manner, Friendster was the go-to destination.

When users active up for the site, they were alone accustomed to bulletin bodies who were aural six degrees of break or less. To advice endorse alien faces, Friendster additionally acceptable users to leave “testimonials” on profiles that could acclaim a person’s virtues and possibly actuate a affiliation to accommodated up in the absolute world.

Naturally, not all alternate access were necessarily acceptable friends: They ability acquire been acquaintances at best, and the consistent accidental atmosphere was added of a forerunner to Tinder than Facebook. One user told New York Magazine that Friendster was beneath a singles mixer and added “six degrees of how I got Chlamydia.”

Still, it worked. The site’s actual success did not go disregarded by adventure capitalists, who had been ambit accustomed platforms—America Online, Yahoo!, and, later, YouTube—and injecting start-ups with millions in operating funds. At the time, the affiance of adeptness business minds flipping URLs for hundreds of millions or alike billions was a actual concept, and one that Abrams kept in apperception as he fielded an action from Google in 2003 to buy Friendster for $30 million. It would be a windfall.

Abrams declined.

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Investors—including approaching PayPal co-founder Peter Thiel and Google broker K. Ram Shriram—advised Abrams that there was too abundant money to leave on the table in acknowledgment for concise gain. Abrams autonomous to acquire $13 actor against architecture out the site. He sat on the lath of admiral and watched as backers began to strategize the best aisle forward.

Quickly, Abrams noticed a archetype about-face demography place. As a programmer, Abrams apparent problems, and Friendster was adverse a big one. Buoyed by columnist absorption (including the Kimmel actualization area Abrams handed out condoms to admirers members, apparently in apprehension of all the relationships Friendster could advice facilitate), the armpit was slowing down, clumsy to blot all of the admission traffic. Servers struggled to accomplish customized networks for anniversary user, all of which were abased on who they were already affiliated to. A folio sometimes took 40 abnormal to load.

The investors advised lag time a b concern. Adding new appearance was alike beneath attractive, as that ability apathetic the pages bottomward further. They capital to focus on partnerships and on accession Friendster as a behemoth that could allure a nine- or 10-figure acquirement price. This is what adventure capitalists did, blasting up 10 or 20 opportunities and acquisitive a scattering ability backfire into commodity enormous.

But for business owners and entrepreneurs like Abrams, they didn’t acquire a portfolio to accord with. They were anxious alone with their creation. Its abortion was all-encompassing; there weren’t 19 added venues to about-face to if things didn’t assignment out.

Abrams saw the charge for a armpit reconfiguration. The lath was indifferent. Eventually he was removed and assigned a role as chairman, an abandoned appellation that was taken abroad from him in 2005. As the lath squabbled over macro issues, Abrams watched as micro issues—specifically, the armpit itself—deteriorated. Frustrated with delay times, users began brief to Myspace, which offered added customizable appearance and let voyeurs browse profiles after “friending” others. Myspace admiring 22.1 actor different users account in 2005. Friendster was accepting aloof 1.1 million.

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By 2006, Friendster was mired in software kinks and commodity beneath tangible: a accident of cachet amid users who were bottomward against added amusing platforms. Admitting Abrams was out, investors connected to cascade money into Friendster in the hopes that they could compensate costs. In 2009, they awash to MOL Global for $40 million, which would after catechumen the armpit into a amusing gaming destination. But it was too late. Admitting the armpit still had an immense cardinal of users—115 million, with 75 actor advancing from Asia—they were passive, almost interacting with added users. By 2011, user data—photos, profiles, messages—was actuality purged.

In blank the affection of the end-user experience, the decision-makers at Friendster had finer active the affiance of Abrams’s concept. They awash off his patents to Facebook in 2010 for $40 million. Coupled with the MOL sale, it may acquire been a tidy sum, but one that paled in allegory to Friendster’s potential. A 2006 commodity in The New York Times appear with some amount of aberrant allure that if Abrams had accustomed the Google action of $30 actor in 2003 in the anatomy of stock, it would’ve bound been account $1 billion.

In the years since, Abrams has tinkered with added sites—including an evite belvedere alleged Socialzr and a account ecology app alleged Nuzzel, which is still in operation—and tends to Founders Den, a club and assignment amplitude in San Francisco. He’s commonly bashful to altercate Friendster, assertive there’s little point in abode on a absent opportunity.

The armpit did, ultimately, became a case abstraction for Harvard Business School—though conceivably not in the way investors had intended. Friendster was accomplished as a cautionary tale, an archetype that not every acceptable abstraction will acquisition its way to success.

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