Crafting Slack's Go-to-Market Strategy: Overcoming the 'Suck Hump'

Computer says:

This episode, based on James Sherrett's recount of Slack's journey, illustrates the challenges and strategies employed to market Slack without traditional promotional tactics.

The narrative follows the internal discussions and the creation of the essay 'We Don't Sell Saddles Here' by Stewart Butterfield, emphasizing understanding customer needs and aligning them with Slack’s value. It addresses the 'suck hump' — the initial friction users experience — and explores methods to foster user engagement and adoption. The story also highlights Slack's commitment to transforming workplace communication by shifting user beliefs and behaviors, culminating in the successful launch of their product.

00:00 Introduction: The Slack Story

00:27 Defining Slack's Marketing Challenge

00:56 Core Marketing Ideas and Strategies

02:48 Overcoming the 'Suck Hump'

05:06 Email as the Enemy

07:41 Changing Customer Beliefs and Behaviors

12:40 Preparing for Launch

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