“We were forced to admit we had failed.”
“We got to the point where the only person on the team who got paid was the one person on the team who had kids. And we needed some kind of ‘Hail Mary.’”
Stewart Butterfield, Co-Founder & Former CEO of Slack
In a small, random meeting room, Slack’s founders gathered for what turned into a three-hour, make-or-break conversation.
It was never Stewart Butterfield’s intention to create an instant messaging platform for professional teams—he was focused on building a non-combat game.
But during that pivotal meeting, everything changed.
The team realized that the internal tool they had been using to communicate during game development could solve a far bigger problem: workplace communication.
*Before founding Slack, Stewart Butterfield was already a successful entrepreneur, known for co-founding Flickr, one of the earliest photo-sharing platforms.*
- Founded: 2009
- CEO: Denise Dresser
- Founders: Stewart Butterfield and Cal Henderson
- Estimated Revenue 2024: $4.22B
- Valuation: $26 billion
- Top Competitors: Microsoft Teams, Zoom, Google Chat
Slack Revenue in 2024 ($4B)
| Year | Revenue |
|---|---|
| 2009 | Founded |
| 2013 | $12M |
| 2016 | $200M |
| 2020 | $533M |
| 2024 | $4.22B |
For more information regarding Slack revenue and statistics, check out our database.
In 2024, Slack reached a revenue of $3.32 billion, most likely driven by expanding enterprise adoption, significant growth in paid subscriptions from remote teams, and a strategic focus on integrating with key productivity tools like Google Workspace and Microsoft 365.
This growth is accompanied by a valuation of $26 billion, showcasing how Slack’s evolution into a key communication tool has paid off.
This success didn’t happen by chance—it was fueled by pivotal decisions and a clear understanding of what modern workplaces needed. What were the key factors that drove this explosive growth?
Step 1: The Unintended Pivot That Created Slack
“At the point when we decided to shut down the game, v we realized we had this internal tool that was hugely productive. We all agreed we wouldn’t work without a system like this again, and maybe other people would like it too.”
Stewart Butterfield, Masters of Scale
Slack’s journey began not as a communication tool but as a gaming company. Stewart Butterfield, along with his team, initially aimed to create a non-combat multiplayer game called “Glitch.”
Despite their efforts and creativity, the game struggled to gain traction, ultimately leading to its shutdown in late 2012.
The Internal Tool That Became a Lifeline
The story didn’t end there…
During the development of Glitch, the team had built an internal communication tool.
It was during that three-hour meeting that the realization dawned: this tool had the potential to solve a much larger problem that almost every modern workplace faced.
As Butterfield put it:
“We realized, wow, this is hugely a productive way of working and I think all of us agreed we wouldn’t work without a system like this again and maybe other people would like it.”
Stewart Butterfield, TechCrunch
The value of this internal tool became evident as the team began to appreciate its efficiency and effectiveness.
The pivot from Glitch to Slack was not just a shift in product—it was a shift in mindset.
The team recognized that while the game had failed, the communication tool had succeeded in fostering collaboration and reducing friction within their workflow.
The decision to pivot to Slack was not an easy one, but it was backed by a deep understanding of market needs.
Butterfield and his team saw an opportunity to create something that could transform how teams communicated and collaborated.
This realization was critical because it was driven by firsthand experience with the very problem they were aiming to solve.
“We were in a desperate situation, but we knew we had something valuable.”
Slack officially launched in August 2013, and it quickly started gaining traction.
The early users were often small teams and startups, many of whom were already familiar with the pain points of fragmented communication.
The simplicity and effectiveness of Slack’s user interface resonated with these teams.
Butterfield’s experience with Flickr also played a role in understanding the importance of community and product-market fit. He knew that for Slack to succeed, it needed to be more than just a tool—it had to be a solution that users felt they couldn’t live without.
By focusing on solving a real, pervasive problem, Slack differentiated itself from other communication tools available at the time. It wasn’t just about messaging; it was about integrating seamlessly into the daily workflow of teams and making communication more efficient and enjoyable.
The pivot worked because it addressed an unmet need in the market, and the product itself was born out of necessity—a necessity that many other teams and companies also shared.
The success of Slack’s pivot is a testament to the importance of adaptability and listening to both the market and internal experiences.
“The willingness to change direction, even after significant investment, is what allowed us to survive and eventually thrive.”
Stewart Butterfield, World Economic Forum
Slack’s pivot from a failed gaming project to a revolutionary communication platform highlights how understanding your strengths and focusing on solving meaningful problems can lead to transformative success.
Key Takeaway: Adaptability and focusing on solving real problems were key to Slack’s successful pivot.
Step 2: The Freemium Model That Drove Explosive Growth
When I write these articles regarding large companies’ success, a freemium model is the most common step or move that results in the most astronomical amount of growth.
Slack’s approach to growth relied heavily on its freemium model—a strategy that allowed users to access the basic version of Slack for free, with additional features available through paid subscriptions. This model played a crucial role in driving the platform’s explosive growth, particularly during its early years.
The freemium model helped Slack attract a wide range of users, from small teams to large enterprises. By offering a generous set of features for free, Slack created a low barrier to entry, allowing potential customers to experience the value of the platform without any upfront costs.
“We wanted people to see the product in action, and the best way to do that was to get it in their hands—no strings attached.”
This approach resonated with teams that were frustrated with traditional communication tools and were looking for a more modern, intuitive solution.
The freemium strategy not only drove user acquisition but also helped create a viral effect. As teams adopted Slack, they would often invite external collaborators, such as contractors or clients, into their workspaces. This naturally expanded Slack’s reach, as these new users would then introduce Slack to their own teams and networks.
The more teams used Slack, the more they realized its potential, which often led to upgrades to paid plans to access advanced features like increased storage, unlimited message history, and enhanced security.
One of the key factors that made the freemium model successful was the deliberate focus on user experience. Slack invested heavily in making the onboarding process smooth.
Key Takeaway: Slack’s freemium model drove significant growth by providing value upfront and making user experience a top priority.
Step 3: Selling Without a Sales Team
One of Slack’s most unconventional approaches to growth was its decision not to have a traditional sales team.
Instead, Slack relied heavily on product-led growth, letting the product’s value speak for itself. This strategy allowed Slack to grow organically, with users advocating for the tool within their organizations.
Product-Led Growth as a Key Strategy
Slack’s approach centered on making the product so easy to use and valuable that it would essentially sell itself.
Stewart Butterfield explained:
“We wanted Slack to be something people would introduce to their colleagues without needing a salesperson to convince them” (Masters of Scale).
By focusing on building a product that was intuitive, engaging, and solved real problems, Slack was able to achieve viral adoption within companies.
As we know, Slack also used a freemium model, which lowered the barrier to entry and encouraged widespread usage.
As teams experienced the value of Slack, they would often upgrade to paid plans to unlock more advanced features.
Organic Adoption and Internal Advocacy
The organic growth strategy was successful because it encouraged internal advocacy.
Users who adopted Slack often became champions for the product, promoting it to other teams and departments. Slack’s focus on making the product valuable at every level—from individual contributors to team leads—meant that it spread naturally within organizations.
“We designed Slack in a way that made it useful for everyone in an organization, from engineers to marketing teams. That cross-functional appeal was key to our growth” (TechCrunch Interview).
By empowering users to become advocates, Slack was able to grow without a dedicated salesforce, instead relying on word-of-mouth and internal champions to drive adoption.
Key Takeaway: Product-led growth can be a powerful strategy when the product itself provides immediate, tangible value. By focusing on building a tool that users loved and letting it spread organically, Slack was able to grow rapidly without relying on a traditional sales team.
Step 4: Targeting Enterprise Clients
Slack’s rapid growth wasn’t just driven by innovative features and clever marketing—it was also the result of strategically targeting enterprise clients and building deep relationships with large organizations.
By securing enterprise deals, Slack was able to significantly boost its annual recurring revenue and establish itself as a trusted solution for workplace communication across a variety of industries.
Winning Over Large Enterprises
One of Slack’s key strategies was to focus on winning over enterprise customers early on.
“Enterprise clients are complex, but they provide the stability and scale needed for sustainable growth.”
Stewart Butterfield, Masters of Scale Podcast
Slack recognized that while individual users and small teams were important for building a user base, enterprise clients offered the potential for long-term, recurring revenue.
Slack began by targeting companies with progressive technology departments—those that were willing to experiment with new tools to improve productivity.
It wasn’t just about cold outreach; Slack actively worked to understand the needs of each organization and customize its pitch accordingly.
Butterfield often mentioned the importance of tailoring the product to fit the workflow of large enterprises. As he put it:
“We had to show them that Slack could be more than just another app—that it could be an integral part of how they operated” (Forbes Interview).
https://www.youtube.com/watch?v=YbbYf7OPCcs&ab_channel=Forbes
To win enterprise clients, Slack prioritized integrating with the tools that large organizations were already using. This meant building seamless integrations with major productivity suites like Google Workspace and Microsoft 365.
“We knew we had to fit into the existing ecosystem of our clients. “If Slack was going to be successful in the enterprise space, we had to make sure that it didn’t disrupt workflows but rather enhanced them.” (SaaStr Interview)
This strategy helped Slack address a key concern for enterprise customers: compatibility. Knowing that Slack could work alongside existing tools and infrastructure, the company reduced the friction involved in onboarding a new communication platform.
This focus on integration allowed Slack to position itself not as a competitor to established productivity tools, but as a complementary solution that enhanced the value of those tools.
By working closely with partners and offering pre-built integrations, Slack was able to ease these concerns and make the decision to adopt the platform a straightforward one.
Enterprise Grid: Driving 40% Growth in Enterprise Adoption
In 2017, Slack launched Enterprise Grid, a version of Slack specifically designed to meet the needs of large organizations.
Enterprise Grid offered enhanced security, scalability, and administrative controls, which were essential for companies with thousands of employees spread across multiple locations.
“We built Enterprise Grid to give the world’s largest companies the flexibility and control they need without sacrificing the user experience that made Slack popular in the first place” (CNBC Interview).
Enterprise Grid was a major milestone for Slack, as it demonstrated the company’s commitment to serving the enterprise market and addressing their unique challenges.
The launch of Enterprise Grid helped Slack secure deals with major corporations, including IBM, Oracle, and Airbnb. These high-profile partnerships not only contributed to revenue growth but also enhanced Slack’s credibility in the enterprise space.
Enterprise Grid also allowed Slack to differentiate itself from competitors like Microsoft Teams by offering a more flexible and user-friendly experience.
Whereas Teams was often bundled with other Microsoft products, Slack positioned itself as the superior stand-alone communication tool that integrated seamlessly with various platforms, giving companies more control over their communication environment.
Salesforce Acquisition of Slack
In December 2020, Slack was acquired by Salesforce for $27.7 billion, a move that further strengthened Slack’s enterprise capabilities.
The acquisition provided Slack with access to Salesforce’s vast network of enterprise customers and allowed for deeper integration between Slack and Salesforce’s suite of business tools.
“The opportunity to integrate deeply with Salesforce was a game-changer for us. It allowed Slack to become the connective tissue between different parts of an organization, from sales to customer support” (Salesforce Press Release).
The acquisition helped Slack solidify its position as a leader in enterprise communication by leveraging Salesforce’s expertise in customer relationship management (CRM) and its extensive enterprise relationships. This move not only expanded Slack’s reach but also provided existing Salesforce customers with a powerful communication solution that complemented their CRM systems.
Key Takeaway: Building deep enterprise relationships, integrating with existing tools, and leveraging strategic partnerships were crucial to Slack’s growth in the enterprise market.
Step 5: Integrate Everything, Compete with No One
Slack’s growth strategy also involved positioning itself as the central hub for workplace communication by integrating with popular tools rather than trying to compete with them.
This open integration approach made Slack a vital part of the digital workspace, adding value without direct competition.
Integration Strategy: Connecting Popular Tools
From the beginning, Slack’s strategy was to integrate with as many tools as possible, making it easier for teams to manage their work in one place.
Butterfield shared, “Our goal was to become the connective tissue of the modern workplace by integrating with all the tools people were already using” (SaaStr Interview).
https://www.youtube.com/watch?v=5kG3WfUyBJc&ab_channel=SaaStr
By connecting with productivity suites like Google Workspace and Microsoft 365, as well as project management tools like Trello and Asana, Slack created a seamless experience that enhanced productivity.
Slack’s open ecosystem approach meant that it worked alongside other tools rather than replacing them. This strategy allowed Slack to position itself as a platform that added value by bringing together the best of what companies were already using, rather than forcing them to switch systems.
“We didn’t want to compete with Microsoft Word or Google Docs—we wanted to make it easier for people to use those tools alongside Slack” (TechCrunch Interview).
This positioning helped Slack differentiate itself from competitors like Microsoft Teams, which was often bundled with Microsoft 365 but lacked the same level of third-party integration flexibility.
Key Differentiator: The Value of an Open Ecosystem
By focusing on integration rather than competition, Slack was able to carve out a unique place in the market.
The ability to connect with hundreds of other applications made Slack an indispensable tool for teams looking to streamline their workflows. Butterfield emphasized:
“The strength of Slack is that it fits into whatever workflow you already have—it doesn’t require you to change the way you work” (Forbes Interview).
This open integration approach not only made Slack more useful but also fostered partnerships with other tech companies. By being the platform that connected various tools, Slack became a central hub for workplace productivity, which increased its stickiness and value proposition for users.
Key Takeaway: Integration can be a powerful way to enhance product value without directly competing with other tools. Slack’s open ecosystem strategy allowed it to become the central hub for workplace productivity, providing users with a seamless experience and increasing its value proposition.
Step 6: How Slack’s User-Centric Design Drove Growth
The product wasn’t just about facilitating communication; it was about creating a user experience that was simple, enjoyable, and transformative.
From the beginning, Slack prioritized creating an enjoyable user experience. The team understood that enterprise software had a reputation for being clunky and difficult to use, and they were determined to change that. Stewart Butterfield highlighted this point when he said:
“We wanted to build a tool that people loved using every day, not one that felt like a burden” (Masters of Scale Podcast).
The design team focused on making Slack both visually appealing and functional. The interface was clean, with playful touches like custom emojis and humorous loading messages. This attention to detail helped set Slack apart from other enterprise tools and contributed to high user satisfaction and engagement.
“The little moments of delight were not accidents—they were intentional decisions meant to make work feel a bit less like work” (Forbes Interview).
Slack’s user-centric approach extended beyond design. The company actively gathered feedback from users, iterating quickly on features based on that feedback.
“We took user feedback very seriously. The product evolved directly in response to what people were asking for, and that created a strong sense of community among our users” (SaaStr Interview).
The Freemium Model Is FOR The Customers
The freemium model allowed Slack to lower the barriers to entry, making it easy for teams to start using the platform without any upfront investment.
Once users experienced the value of Slack, many opted to upgrade to the paid version to access additional features and greater support. This approach created a natural conversion funnel, where users could transition from free to paid plans as their needs grew.
The freemium model also helped Slack gain visibility within organizations. Teams that started using Slack independently often introduced it to other departments, leading to broader adoption across the company.
“Our goal was to create an experience that people loved so much, they’d become our biggest advocates.” Butterfield said (CNBC Interview).
Key Takeaway: Focusing on a delightful user experience and leveraging a freemium model were key components of Slack’s product-led growth strategy, driving both adoption and customer satisfaction.
Step 7: Game-Changing Partnerships and Ecosystem Evolution
Like any other successful large company, creating strong partnerships and a connected ecosystem, Slack differentiated itself in a competitive market and found ways to grow even when competitors like Microsoft Teams emerged as rivals.
Strategic Alliances With Companies Like Salesforce
One of Slack’s critical strategies for growth was building alliances with key technology players.
In 2020, Slack entered into a high-profile partnership with Salesforce, which was pivotal for penetrating larger enterprise markets. This partnership not only integrated Salesforce’s CRM capabilities with Slack’s communication tools, but also demonstrated the value Slack brought as a productivity enhancer for sales and customer service teams.
“The Salesforce partnership allowed us to bring our vision of connected teams to life in some of the world’s largest organizations” (Forbes Interview).
This partnership became a cornerstone in positioning Slack as a vital business tool rather than just a chat application.
The Salesforce partnership was particularly valuable because it provided Slack with direct access to Salesforce’s established enterprise client base.
This move allowed Slack to compete on a more equal footing with Microsoft Teams, which was often bundled with Microsoft 365 products.
“Microsoft Teams may have the bundling advantage, but we believe that Slack’s integrations are what make it a superior product for teams who want more than just a messaging app” (CNBC Interview).
Expanding the App Ecosystem
To differentiate itself further, Slack worked tirelessly to expand its app ecosystem. From the beginning, Slack understood the value of third-party integrations.
“Our approach was to make Slack the platform that brings together all the tools that teams already use. We wanted users to have everything they needed in one place, without leaving Slack” (Masters of Scale Podcast).
This user-centric approach not only made Slack an efficient communication platform but also positioned it as an indispensable part of daily workflows.
Slack’s App Directory grew to include thousands of integrations, from popular project management tools like Trello and Asana to cloud storage services like Google Drive.
By 2020, Slack had more than 2,400 apps in its directory, catering to a diverse set of needs across industries.
“The real power of Slack lies in its ability to connect the different tools and apps that organizations use every day, creating a seamless workflow” (Qualtrics Interview).
Partnering with Industry Leaders
Beyond Salesforce, Slack also forged partnerships with other industry leaders like Google and Atlassian. Slack integrated closely with Google Workspace, making it easy for users to share and collaborate on documents directly within Slack channels.
Butterfield commented on the partnership with Google, stating:
“The integration with Google Workspace was about reducing friction—people want to access their files quickly and without the extra steps, and that’s what we aimed to deliver” (SaaStr Interview).
Slack’s alliance with Atlassian was another strategic move. In 2018, Atlassian announced that it would be shutting down its competing products, HipChat and Stride, and instead entered into a partnership with Slack.
This partnership allowed Slack to acquire Atlassian’s chat customer base, further expanding its market share.
“The partnership with Atlassian was about collaboration over competition. By working together, we could provide a better experience for our users and focus on our shared goal of enhancing team productivity” (Forbes Interview).
Leveraging the Network Effect
These strategic alliances were not just about product integration—they were also about leveraging the network effect.
By expanding its ecosystem and forging partnerships with established players, Slack made its platform more valuable to users.
The more tools that were connected to Slack, the more users benefited, which in turn drove more companies to adopt Slack. This network effect was a powerful growth driver that helped Slack maintain momentum, even as competitors sought to capture market share.
“When we think about what makes Slack successful, it’s not just the product—it’s the community of partners, developers, and customers that make the platform better every day” (CNBC Interview).
By focusing on partnerships and integrations, Slack was able to create a self-sustaining ecosystem that drove user engagement and loyalty.
Key Takeaway: Slack’s strategic alliances and the expansion of its app ecosystem played a crucial role in its growth. By integrating with key industry players and creating a platform that catered to diverse business needs, Slack positioned itself as an essential tool for modern workplaces, ultimately driving significant user adoption and revenue growth.
Step 8: Thriving During the Remote Work Boom
The sudden shift to remote work in 2020 presented a unique opportunity for Slack.
With companies all over the world transitioning to a fully remote or hybrid work model due to the COVID-19 pandemic, the demand for efficient communication tools skyrocketed.
Slack was well-positioned to meet these needs, and the company experienced substantial growth as a result.
Meeting the Challenges of Remote Work
As the pandemic forced millions of people to work from home, Slack quickly adapted its platform to meet the new challenges that remote work presented.
One significant development was the introduction of Slack Huddles, an audio-first feature that allowed team members to have spontaneous conversations—replicating the feel of an office environment.
“We saw that remote teams needed something more fluid than scheduled meetings. Huddles allowed us to recreate those casual office interactions that people were missing” (Forbes Interview).
Slack also enhanced its integration with video conferencing tools like Zoom, understanding the critical role video meetings played in remote work setups.
By making it easier to start video calls directly from Slack channels, the company ensured that teams could stay connected without the hassle of switching between multiple platforms.
Marketing Slack as the Go-To Remote Work Solution
During the pandemic, Slack made a concerted effort to position itself as the essential tool for remote and hybrid work.
“We focused on showing how Slack could be the central nervous system for companies going remote—everything your team needs, in one place” (CNBC Interview).
This messaging resonated strongly with organizations looking for ways to maintain productivity while adapting to remote work.
Slack’s ability to integrate with other popular productivity tools was a significant advantage. By allowing users to bring together documents, project management software, and communication into a single platform, Slack simplified the remote work experience.
“Our goal was to make Slack the layer that connected all the apps people were already using, so remote work didn’t have to feel disjointed” (TechCrunch Interview).
Expanding Features to Fit New Needs
To address the needs of remote teams, Slack introduced several new features aimed at increasing engagement and reducing the challenges of working in isolation.
Features like shared channels, which allowed different organizations to collaborate seamlessly within Slack, became essential for companies that needed to coordinate with clients and partners. Butterfield commented:
“Shared channels were a game-changer for remote collaboration. They allowed teams to communicate across company boundaries without having to deal with the friction of email” (SaaStr Interview).
Slack also improved its workflow automation tools, allowing teams to streamline routine tasks and reduce administrative overhead. These enhancements made Slack more than just a chat tool; it became a platform that helped remote teams maintain efficiency and reduce the burden of repetitive work.
The Result: Significant Growth During the Pandemic
The pandemic created an unprecedented demand for tools like Slack, and the company saw explosive growth during this period.
In 2020, Slack’s user base grew by over 200%, as businesses of all sizes adopted the platform to keep their remote teams connected. Butterfield reflected on this period, saying:
“The pandemic was a pivotal moment for us. It showed the world that Slack was not just a nice-to-have tool, but an essential part of modern work” (Forbes Interview).
Slack’s ability to quickly adapt to the needs of remote workers and its emphasis on creating a seamless, integrated experience helped solidify its position as a leader in the collaboration space, even in the face of stiff competition from Microsoft Teams.
Key Takeaway: Adapting to sudden market shifts and addressing emergent user needs, like those brought on by the shift to remote work, can create significant growth opportunities. By responding swiftly to the challenges of remote work, Slack was able to drive user adoption and solidify its reputation as an essential tool for the modern workplace.
Step 9: How Community Engagement Drove Slack’s Growth
From its internal company culture to how it interacted with users, Slack was deliberate in creating an environment that empowered both employees and customers, which played a critical role in its journey to success.
Building a Unique Company Culture
Stewart Butterfield emphasized the importance of creating a company culture that was adaptable and focused on continuous improvement. He once stated:
“We always had this improvisational approach to work—adjusting in real-time based on the signals we got from customers and our own team” (Forbes Interview).
This approach allowed Slack to evolve quickly, adapt to changing market conditions, and implement new ideas without being constrained by rigid plans.
This culture of adaptation was supported by an openness to learning from failure.
“The ability to pivot and learn from what didn’t work was embedded in Slack’s DNA. We knew that to innovate, we had to be comfortable with failure and ready to change course” (Masters of Scale Podcast).
This mindset allowed Slack to remain flexible and responsive, which was particularly crucial during its early years when the company had to transition from being a failed game developer to becoming a communication platform.
Butterfield also focused on creating an inclusive workplace, one where team members felt valued and motivated.
“We wanted to build a company where people were excited to come to work every day. That excitement and sense of purpose is what drives great work, and ultimately, what makes our product better” (Forbes Interview).
Engaging with the User Community
Slack’s success also came from its deep engagement with its user community.
From the outset, the company prioritized listening to user feedback and incorporating it into product development.
Slack didn’t just listen passively—it actively engaged with its users to co-create the product. Butterfield once described the relationship with users as a partnership, stating:
“We see our users as co-creators. Their input is what guides our decisions, and we try to involve them in every step of our journey” (Forbes Interview).
This sense of community ownership was a powerful driver of loyalty and advocacy for Slack, with users feeling like they were part of the development process.
One of the most effective ways Slack engaged its community was through its Slack Champions program. This initiative encouraged power users to share their best practices and tips with others, which helped foster a supportive and vibrant user base.
“The Slack Champions program was about empowering our most passionate users to spread the word. When you give people the tools to teach and inspire others, they become your strongest advocates” (SaaStr Interview).
Harnessing Community Events and Conferences
Another important aspect of Slack’s community engagement was its investment in events and conferences.
Slack recognized the value of face-to-face interactions and made a point to participate in and host events where they could connect directly with users.
“Community events allowed us to build deeper relationships with our users. It’s one thing to read feedback online, but it’s another to sit down and hear someone’s story in person” (Forbes Interview).
These events also allowed Slack to share its vision and values more personally.
“When we attended conferences, it wasn’t just about promoting our product. It was about communicating our mission and showing people that we were in this to make their work lives better” (Masters of Scale Podcast).
This commitment to face-to-face engagement helped establish a strong brand connection with its community, further solidifying Slack’s place as a trusted tool in the workspace.
Creating Educational Content for the Community
Slack also invested heavily in creating educational content for its community.
Butterfield emphasized the importance of helping users get the most out of the platform.
“We realized that to create true value, it wasn’t enough to just build a great product. We had to make sure our users knew how to use it effectively,” he said (CNBC Interview).
Slack’s team produced tutorials, webinars, and guides that helped users understand the platform’s full capabilities.
This focus on education also extended to Slack’s presence on platforms like YouTube, where they shared instructional videos and tips on maximizing productivity with Slack. Butterfield explained:
“We wanted to make learning Slack as easy as possible. Our goal was to help people understand how Slack could solve their problems, and video content was a key part of that strategy” (SaaStr Interview).
Key Takeaway: Slack’s cultural focus on adaptability, community engagement, and user education was a cornerstone of its success. By creating a positive internal culture, fostering strong user relationships, and investing in educational content, Slack built a loyal community that fueled its growth and strengthened its position in the market.
Sources:
- https://www.startups.com/founder-interviews/stewart-butterfield
- https://fullfocus.co/success-slack-winning-products/
- https://www.linkedin.com/pulse/how-slack-flickr-founder-stewart-butterfield-twice-mastered-hoffman/
- https://mastersofscale.com/stewart-butterfield-the-big-pivot/
- https://www.demandsage.com/slack-statistics/
- https://www.youtube.com/watch?v=YbbYf7OPCcs&ab_channel=Forbes
- https://www.youtube.com/watch?v=5kG3WfUyBJc&ab_channel=SaaStr
- https://www.youtube.com/watch?v=RpALzH7bIH4&ab_channel=Forbes_
