Slack's Accidental Pivot

When a failed game became a billion-dollar tool

It started with a game

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2011.

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Except, One problem

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When the game dies

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December 2012

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Team scatters

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But something survives.

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What they ignored. Almost.

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A channel-based

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✔ Searchable

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Demand Arrives

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From Linefeed to Slack

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They rebuild it for the world

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Knowledge

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Waitlist explodes.

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Three accidental advantages

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They built for themselves first.

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Glitch died.

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From multiplayer mayhem

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What do we learn?

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discovering

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When a failed game became a billion-dollar tool

It started with a game

The Origin

2011.

Tiny Speck launches Glitch.

Massively multiplayer.

Whimsical. Artistic.

Except, One problem

Except, One problem

Not

Not

enough

enough

users.

users.

When the game dies

The Failure

December 2012

Glitch shuts down

Glitch shuts down

Team scatters

Morale low

Future unclear

But something survives.

Not the game.

An internal tool they built.

What they ignored. Almost.

The Tool

A channel-based

application

application

chat

chat

The team built 'Linefeed'

✔ Searchable

✔ Searchable

✔ Highly Efficient

✔ Highly Efficient

✔ Fast

✔ Fast

The team built 'Linefeed'

Demand Arrives

Demand Arrives

Other teams catch up

From Linefeed to Slack

The Rebuild

They rebuild it for the world

They rebuild it for the world

S.L.A.C.K.

New Name

Knowledge

and

Conversation

All

Log of

Searchable

Waitlist explodes.

Waitlist explodes.

The product sells itself.

The product sells itself.

Private beta launches.

August 2013.

Three accidental advantages

Why It Worked

They built for themselves first.

No guesswork.

Just hunger.

1) Built by Dogfooding

1) Built by Dogfooding

Glitch died.

But the workflow survived.

Smart. Fast. Practical.

2) Designed for Delight

2) Designed for Delight

From multiplayer mayhem

to team clarity.

Channels made sense.

3) Channel Structure

3) Channel Structure