10 May 2015

Article: "We don't sell saddles here", an internal email from Stewart Butterfield (who made Slack) and a masterclass in getting a startup all pointing in the right direction - https://goo.gl/qzjaln
"To see why, consider the hypothetical Acme Saddle Company. They could just sell saddles... Or, they could sell horseback riding. Being successful at selling horseback riding means they grow the market for their product while giving the perfect context for talking about their saddles. It lets them position themselves as the leader and affords them different kinds of marketing and promotion opportunities... It is almost inevitable that centralized internal communication systems will gradually replace email for most organizations over the next 10-20 years and we should do what we can to accelerate the trend and “own it”."
(2900 words)