Building Slack Dublin from People

James Sherrett recounts his experience of building Slack's team in Dublin from three to 62 employees over 27 months. The journey involved adapting recruitment strategies, localizing the hiring process, and selling Slack to prospective employees alongside customers.

Sherrett highlights the initial successes and subsequent challenges in hiring the right talent, including notable hires like Alia Lamadaar, Paul Murray, and others. He reflects on some of the lessons learned and the unique qualities that made Slack's Dublin team successful. He touches on local recruitment methods, including challengine recruiters and seeking employee referrals, that eventually led to a promising Slack Dublin.

00:00 Introduction: A Slack Story by James Sherrett

00:18 Building the team: from 3 to 62 in Dublin

00:53 The transposed hiring process: screening and interviewing

01:52 Selling Slack to candidates

04:30 Challenges in recruitment

05:56 Adapting Slack to Ireland

08:14 Success stories: small wins and first 5 key hires

11:48 A little from column A, a little from column B

12:11 Walking and talking: the Ciaran Chaney experience

14:36 Conclusion: Slack is made of people

0:38 — The Official Photo and Slack launch event at Trinity College Dublin

1:22 — Meeting the Irish Prime Minister, cultural observations

2:32 — Media questions: jobs, hiring, and Ireland’s expectations

3:01 — The importance of PR and community in Slack’s early success

3:30 — Expanding the story for a broader audience, tech status in Europe

4:52 — Slack’s recognition in different cities and challenges in Europe

5:24 — What is Slack? Shifting the story to employment and growth

6:02 — Tech industry size in Dublin, yet battling local skepticism

6:49 — Outline of Slack’s European expansion strategy

7:16 — Building teams, market groupings, and EMEA offices

7:43 — Lessons in global market sizing and Europe’s complexity

8:10 — The US market advantage, cultural unity

9:02 — Pockets of Slack adoption in Sweden, Lithuania, Russia, UK

9:23 — Challenges in less receptive European markets

10:13 — Meeting LVMH in Paris, cultural nuances

10:49 — Berlin IT conference: demos, user engagement, and presentations

12:55 — Frankfurt: learning from German family businesses (Tand)

13:09 — Selling to skeptics, Bosch, Volkswagen, and progressivism

13:31 — Flashbacks to early Slack days, present challenges

13:52 — Helping customers build internal cases for Slack

14:12 — Presenting to a secretive client in London

14:33 — The Sovereign Military Order of Malta: unique client, no deal

14:56 — Realization: being used for a “bake off,” lessons learned

15:22 — Lessons: pre-qualify opportunities, know your customer

16:24 — Hostility to new software, communication concerns

16:47 — Relational tactics: comparing Slack to texting and news alerts

17:08 — The Maya principle: recalibrating “most advanced yet acceptable”

17:30 — Flailing, finding footing, and sales challenges in EMEA

18:09 — Next challenges: hiring expertise to change the leaderboard

18:30 — Bonus story: interviewing Ciaran Cheney, Slack’s future office manager

19:13 — Ciaran’s hiring, celebration at The Long Hall

20:09 — Looking ahead: hiring Irish hybrids, finding and addressing biases

Introduction: Moving to Dublin, settling in, and the challenge of starting over.

00:30 — Adjusting to a new city: Finding housing, coffee shops, and routines.

00:54 — Working from the Guinness Storehouse, feeling like a traveler.

01:21 — Balancing old and new: Letting go of Vancouver responsibilities, focusing on Dublin.

01:41 — "Culture Carrier" role: What it means and why it matters to a new office.

02:51 — The many hats of Culture Carriers.

03:16 — Translating company culture: Connecting Slack’s values to Dublin’s context.

03:44 — Introducing Hanni: Her energy, background, and partnership.

04:33 — The Fridge Incident: The struggle to get a fridge for the new office.

06:11 — Lessons from the fridge: Teamwork, regret, and learning to see others’ needs.

08:19 — Building a Dublin office: Weekly leadership meetings, office culture, and hiring.

09:43 — The challenge of newness: Overwhelm, adaptation, and family life in Dublin.

10:11 — Appreciating colleagues: Hanni’s initiative and the value of partnership.

10:32 — Creating local culture: Adapting Slack’s values, painting the office, and working to create a sense of belonging.

11:06 — Don't call it a remit: Balancing duties with whatever it takes to succeed.

12:16 — Embracing the "yes, and" role: Flexibility, learning, and holding onto essentials.

13:21 — Up next: Preparing to launch Slack in Europe.

Boom Times, Not Boom Times

Arriving in Ireland, first impressions, and the legacy of the Celtic Tiger.

0:31 — The Celtic Tiger era: Irish attitudes toward the boom years and the real estate bust.

0:59 — The aftermath: Bank bailouts, national debt, and the business context we found as we moved to Ireland to open Slack’s AMEA HQ.

1:22 — Learning Irish business culture: Distrust of wealth and the influence of Catholic history.

1:55 — Money and Irish identity: Tension between enthusiasm for success and fear of collapse.

2:18 — Reading up: Michael Lewis on the Celtic Tiger and the mythic importance of land ownership.

2:42 — The Irish play the field: Land, history, and the new tech-driven boom.

3:04 — The new boom: US tech companies, Slack’s role, and Irish identity.

3:37 — Rich and poor: Tax avoidance, emigration, and the evolving Irish diaspora.

4:30 — A changed Ireland: Return migration, new opportunities, and a maturing economy.

5:25 — Dublin’s transformation: Housing shortages, digital nomads, and Slack’s diverse team.

6:24 — Irish hidden culture: Home counties, accents, and university traditions.

6:54 — Upward mobility: Dublin’s draw, real business, and the flow of venture capital.

7:38 — Tech’s impact: 10–20% of Dublin’s workforce in tech, joining a new world.

8:02 — Real estate stories: House prices before, during, and after the crash.

8:48 — Lingering effects: The Celtic Tiger’s hangover, corporate and personal taxes.

9:14 — Taxes in Ireland: High rates, deductions at source, and a sense of shared burden. An automated tax system: No returns for most, a mix of relief and helplessness.

10:04 — Playground conversations: Meeting locals, signs of a new boom.

11:45 — Exploring Dublin: Buses, the zoo, and the city’s layered history.

12:19 — Glimpses of hardship: North side poverty, abandoned buildings, and urban contrasts.

12:44 — Dublin in transition: The city’s past and future, setting up the next story.

13:20 — Closing: Thank you and a teaser for the next episode.

Stone Upon Stone

[0:00] Opening Slack's Dublin offices at the Guinness Storehouse.

[0:21] Reflections on the unique character of The Liberties neighborhood, its working-class history, and vibrant street life.

[0:59] Descriptions of the old Guinness warehouses, cobbled streets, and its transformation into a startup hub.

[1:45] Stories about local shops, markets, and the quirky details of daily life in Dublin.

[3:28] Discovery of a poem, "Stone upon stone upon fallen stone," stenciled on a high wall, and its connection to the area's history.

[5:23] Personal experiences navigating Dublin's winding streets, learning the city by foot and bike, and the challenges of orientation.

[6:22] Observations on the Dublin contrast between The Liberties and the more tourist-oriented city center.

[7:13] Family adventures: playgrounds, bus rides, the Dublin Zoo, and the Viking Splash tour.

[8:16] Insights into Irish culture, including local naming conventions and the spirit of the city.

[8:56] The journey of settling into a new home, embracing both the familiar and the unknown.

Next episode: Learning about Ireland, starting in Dublin, exploring its history—some well remembered, some purposefully forgotten.

Leaving for Dublin

00:00 — Introduction: The Big Move, a new position in Dublin, the decision to move, and the challenges ahead.

00:36 — Becoming the First and facing the unknown

The family prepares to be the first to make this kind of move at Slack, with new responsibilities and uncertainties.

01:03 — Family sacrifices

Saying yes to big changes, including my wife leaving her job and our son leaving his routine.

01:29 — Packing up and letting go

Leaving our long-time home, selling possessions, and preparing for a new life.

01:56 — Logistics and unanswered questions

Managing the move, selling items, and dealing with the unknowns about returning and succeeding in Dublin.

02:51 — Arriving in Ireland: new beginnings

Landing in Dublin, adapting to new routines, and the importance of small comforts like the family stroller / buggy.

04:12 — Farewells and reflections

Saying goodbye to colleagues, the emotions of leaving, and the support from the Slack YVR team.

05:47 — Acknowledging inequality

Reflecting on the sacrifices made, the challenges of balancing careers, and the realities of modern work and family life.

07:18 — Looking back, moving forward

Considering the decision in hindsight, the risks involved, and the desire to live and work internationally.

08:22 — Striving for balance

Securing work permits for both, making decisions together, and aiming for fairness in the family.

09:05 — On ongoing journey

Recognizing the ongoing imbalance, the hope to rebalance in the future, and the broader context of gender roles.

09:49 — Up next

A preview of what’s next: opening Slack’s Dublin office, finding poetry in the city, and gratitude for the journey.

Eee Mee Yah and Slack's International HQ

Early mornings in Vancouver: Preparing for European calls and the excitement of working with international teams. (0:00)

The value of research: Personalizing client interactions and surprising customers with tailored insights. (0:37)

Slack’s global ambitions: The growing demand from Europe and the decision to expand internationally. (2:43)

The Dublin scouting trip: First impressions of the city, meetings with IDA Ireland, local agencies, and exploring potential office locations. (3:32)

Learning the language of international business: Acronyms, market structures, and the unique culture of Dublin’s tech scene. (6:50)

Why Dublin? Tax advantages, a strong talent pool, and a welcoming environment for tech companies. (9:01)

Comparing European options: Weighing Dublin against other cities like Amsterdam, London, Galway, and Cork. (10:24)

Deciding on Dublin: The team’s growing conviction and the practicalities of relocating. (11:32)

Exploring neighborhoods: Searching for a home, local amenities, and adapting to Dublin’s lifestyle. (12:54)

Observing Dublin’s transformation: The city’s evolving identity, social divides, and the blend of tradition and modernity. (14:07)

The family’s journey: Preparing for the move, embracing change, and reflecting on the adventure ahead. (16:07)

Conclusion: Reflections on the move and what comes next. (16:44)

How Slack Built its Culture: Part 3

In this episode, James Sherrett shares the inside story of how Slack’s culture was built and lived, focusing on the daily practices, values, and rituals that shaped the company.

Timestamps & Topics:

[0:00] Introduction

Overview of Slack’s culture journey, the four attributes, and six core values.

[1:37] What is Culture, Really?

Exploring the meaning of culture, referencing The Culture Code by Daniel Coyle.

[3:16] Slack’s Mission: SPP

The origin and impact of “Simpler, more Pleasant, and more Productive” on Slack’s daily work.

[4:39] Never Waste a Crisis

[4:39] The 2015 security breach, how Slack responded, and the values that guided the team.

[7:53] The Power of Affirmations

[7:53] The story behind the “What good shall I do this day?” sign and how small rituals reinforced culture.

[9:56] Rethinking Sales Compensation

[9:56] The debate over how to pay salespeople, insights from Drive by Dan Pink, and the evolution of Slack’s approach.

[13:07] Calle-oween: A Unique Ritual

[13:07] The tradition of dressing as CTO Cal Henderson and celebrating consistency and dedication.

[15:13] Closing Thoughts

[15:13] Reflections on culture, rituals, and the journey.

Notable Quotes & References:

• “Culture is a set of living relationships working toward a shared goal. It’s not something you are, it’s something you do.” — Daniel Coyle, The Culture Code

• “What good shall I do this day?” — Benjamin Franklin

• Insights on motivation and autonomy, mastery and purpose from Drive by Dan Pink.

Takeaways:

• Culture is more than words on a wall—it’s how values show up in everyday decisions, crises, and celebrations.

• Rituals, stories, and even small signs can reinforce shared values and purpose.

• Adapting to challenges and being willing to question industry norms are key to building a resilient, authentic culture.

How Slack Built Its Culture: Part Two - Eating the Goat

This episode, 'Eating the Goat,' explores how Slack recognized and addressed rapid hiring issues and built a strong organizational culture. Slack's CEO Stewart Butterfield used the analogy of a snake eating a goat to describe the current state Slack found itself in. To solve it's problem, Slack developed its Six Slack Values — craftsmanship, empathy, thriving, courtesy, playfulness, solidarity — and created stories and onboarding processes to embed these values in daily work. Then Slack made onboarding into a force multiplier for everyone who joined in Slack's growth.

00:00 Introduction: A Slack Story by James Sheret

00:24 The Goat Analogy: Digesting Growth Challenges

04:51 Codifying Slack's Culture: The Four Attributes

05:26 Introducing the Six Slack Values

08:40 Craftsmanship: Painting the Back of the Drawer

10:09 Empathy and Courtesy: Understanding and Helping Customers

14:11 Onboarding as a Force Multiplier

17:30 Conclusion: Reflecting on Slack's Cultural Evolution

Inside Slack: Defining Culture with Four Attributes

In this episode, James Sherrett shares how Slack began to define its company culture by establishing Four Slack Attributes. Learn about the challenges faced due to rapid growth and how founding personalities like Stewart Butterfield impacted the evolving culture. Sherrett recounts the creation of the four Slack attributes — smart, humble, hardworking, and collaborative — and reflects on their role in guiding (or not guiding) team behaviour. Despite being a solid step ahead, the Four Slack Attributes faced limitations and required interpretation for new members.

00:00 Introduction: The Slack Story Begins

00:07 Defining Slack's Culture: The Four Attributes

01:14 Unveiling the Four Slack Attributes

02:14 Smart: The First Attribute

03:11 Humble: The Second Attribute

04:14 Hardworking: The Third Attribute

05:08 Collaborative: The Fourth Attribute

06:18 Reflecting on the Four Attributes

07:28 The Need for Evolution