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Snap's Rise and Fall: How a Big, Splashy IPO Prompted the Doubters to Keep Mum

Snap Inc. kicked off the planning for its hotly anticipated initial public offering last year with a brief address from its co-founder, Evan Spiegel, accompanied by a series of nonnegotiable conditions.

Snap wouldn’t provide financial guidance on expected earnings. It would bill itself as a camera company. And it would sell shares with no voting rights, leaving the co-founders with near-total control of the company.

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