About 18 months ago, Jenny Gyllander created an Instagram account by the name @thingtesting. The premise was simple. Gyllander, who was at the center of the London startup ecosystem as an investor with the British seed fund Backed. VC, would upload photos of interesting direct-to-consumer products with a caption that served as a bite-sized review. The experiment began with Birchbox, a provider of curated boxes of beauty products that rose to prominence amid the subscription box hype of yesteryear. In her short review, tailored perfectly for the Instagram generation, Gyllander admitted to being “like 10 years late to this much-hyped subscription-everything party,” adding that “after two boxes and ten products, only three products were relevant to me.” Her honesty, and perhaps more importantly, her brevity, garnered her a small following of venture capitalists, founders and consumer brand enthusiasts. Read more at Tech Crunch.