Jul 17, 2022
In Welcome to the Forum
Products are built to take advantage of specific channels. But channels do not mold to products. We can't define the rules of the channels. Google defines what gets ranked in SEO and shown as search results. Facebook defines what gets shown in the news feed. Gmail defines what goes into the spam folder and what goes into the promo tab. What you need to do is mold your product into one of these channels as seamlessly as possible. Which is what Slack did. Slack's product has an ghost mannequin effect service amazingly quick time to value which doesn't only target an individual but a whole team. Secondly, it's got a broad value proposition – everyone on the team gets the same benefit of increased productivity and shorter times of receiving information. However, Slack managed to get all of those channels to percolate down to the holy grail of channels – word of mouth. Peter Thiel, one of Silicon Valley's most known venture capitalists and the co-founder of PayPal, said: “ We don't live in a normal world, we live under a power law.” powerlaw sauce The Power Law of Distribution tells us that 70% or more of all acquisitions will come from one source (or one marketing channel). One quick look at Slack's traffic sources will tell you what theirs is: Pasted image 05 It's not just virality, but a combination of brand and word of mouth. It's the “direct” channel. This means that the Slack brand is so well known, most of the users are coming to the website by directly typing slack.com into the browser. Every company dreams of this kind of channel distribution. You've probably heard of Pareto's Principle (also known as the “20/80 rule”): 20% of your effort gets 80% of your results.