Whether or not its world changing, a lot of the rules are pretty much the same.
Don't be discouraged if what you produce initially is something other people dismiss as a toy. In fact, that's a good sign. That's probably why everyone else has been overlooking the idea. The first microcomputers were dismissed as toys. And the first planes, and the first cars. At this point, when someone comes to us with something that users like but that we could envision forum trolls dismissing as a toy, it makes us especially likely to invest.
Like 99% of "social" apps, including Foursquare. See what that other commented pointed out about the sliding downward trend of checkins.
It reminds me of...i hope somebody can remember the name of some of these because i tried looking the other day...back in the 90's, there were a bunch of (legit, i think?) companies that gave you money if you installed a little application on your computer that showed you ads while you browsed the internet. Like, a penny per 3 minutes viewing, or a penny per 50 webpage views, something like that (anybody remember?!). This seemed like money-manna from heaven to my dumbass teenage eyes, until i realised how little i was getting out of the equation (my dumbass teenage eyes didn't factor in that it cost me a penny a minute to browse, at the time, too).
They'll need to un-chore it, if they're going to turn things around. And they'll need to come up with some big shift if it's going to be world changing...
HN hack ;)
You don't get big by thinking small. World changing tech companies tend to have a big vision from the beginning. Manufacturing, mining, or other industries may be different. But you rarely see tech companies that touch 100 million lives without wanting to do that from the beginning.
So if people built businesses because they like to do something and found out that they can make money doing it, why does it all of a sudden have to change the world? Because same as the painter example above, one biz doesn't have to change everything but collectively they can have a huge impact.