Top Highlights

• We never used “chat” to describe what we were building. Rather, it was “a messaging app for teams” and later the more abstract and broader “Where work happens” once we’d shifted into delivering our platform experience.
• When anyone can sign up and immediately start using the tool, it’s very important to position and package the product correctly. Positioning is how you tell customers what your product is.
• This is why you don’t need to specifically focus on selling to managers. Yes, it’s their credit card. But it’s their ego, too. They want to be liked, and if their team wants a tool, they’ll try to buy it for them.
• The ability of a brand new user to understand and complete the core workflows of a product determines whether your product delivers immediate value to your customers
• onboarding the most critical part of any growth strategy

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