I met Alex Ljung, founder/CEO of SoundCloud a number of times and each time he pitched me on his business. Each time I said no. Then in the summer of last year, we met at Soho House London and he showed me one slide. It had various media types (photos, videos, long form text, short form text) and underneath each was a large social platform that had been built on and for that media type. At the end was an empty space and it said "sound". That is Alex' vision. To build that large social platform to share sounds. That's what sold me. One slide. This 3min video expresses it well.