Introduction

Slack wasn’t built to just be another chat tool. It was built to change how teams work together and solve big problems in a simpler way.

What's the Problem It Solves?

Most teams use email and scattered tools that make communication slow and messy. Slack’s real challenge isn’t building a good tool-it’s helping people understand how much better their work can be if they try something new. The real job is not just building a product, but helping people want to change.

Quick Summary

Slack’s team knew they had something useful, but people weren’t searching for a tool like Slack because they didn’t know it was possible. The big challenge was getting people to see how this new way of working could make their lives better. That meant the team had to work on every detail-from how the product looked to how it felt to use-to help users understand what Slack could do for them.

Instead of selling a “group chat tool,” Slack focused on the bigger picture: helping teams work better, faster, and with less stress. Just like a company shouldn’t only sell saddles, but instead promote the joy of riding, Slack decided to sell a vision of better teamwork. And to get people to try something unfamiliar, the product had to be close to perfect. Every part of the experience-from first click to daily use-had to feel smooth and helpful. That’s what would convince users to stick around.

Key Takeaways from the Article

• People don’t know they need Slack until they experience it.
• You’re not just selling a tool-you’re selling a better way of working.
• Great products must also have great explanations that match what people think they need.
• Real success comes from making small details feel easy and smooth.
• Building a product is not enough-you also need to shape the market.
• Aim to change how people work, not just what tools they use.
• Everyone on the team should care about the user’s full experience, not just their own task.
• Doing excellent work is the only path to building something that really matters.

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