Slack has seen tremendous success by creating a genuinely useful product. How?
Building Something People Want
- People had no idea they wanted Slack.
- Slack had to understand what people thought they wanted and then translate the value of Slack into their terms.
Marketing from Both Ends
Product End: They did a better and better job of giving people what they wanted.
Market End: They communicated the above more and more effectively, so people knew they wanted it.
Selling the Innovation, Not the Product
- Companies sell products (i.e. saddles) to address a need people already know they have. It results in small changes.
- Companies sell innovation (i.e. horseback riding) to address a solution people do not know they need, which results in large-scale changes.
Finding PMF by Defining their Market
- E.g., Imagine if Acme Saddles Co. sold horseback riding 4,000 years ago. It would have dominated by transforming systems of transportation.
- Slack created a new market (centralized internal communication) and owned it.
Seeing their Work from the Perspective of a New Customer
Does it make sense? Can you predict what's going to happen when you click that button? Is it fast enough?