In 2012 the startup Pinterest became a peer of more established social sites by offering things that they didn’t—an attractive design, a focus on images rather than text, and a mostly female population of users. On Pinterest, people use virtual “pinboards” to curate collections of images related to their hobbies and interests, discovering new items for their virtual hoards on the boards of friends and in the site’s personalized recommendations. Tom Simonite, MIT Technology Review’s senior IT editor, recently spoke with Ben Silbermann, Pinterest’s cofounder and CEO, about the company’s popularity.