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I found Slack rather poor in explaining what they are doing. This text is basically their entire landing page. "When your team needs to kick off a project, hir

I found Slack rather poor in explaining what they are doing. This text is basically their entire landing page. "When your team needs to kick off a project, hire a new employee, deploy some code, review a sales contract, finalize next year's budget, measure an A/B test, plan your next office opening, and more, Slack has you covered." Do they offer A/B testing? HR tools? Code deployment? Who would have guessed it is chat. Their /features page does a better job: "It simplifies communication. Slack brings all your team's communication together, giving everyone a shared workspace where conversations are organized and accessible."

paulddraper 9y ago
Scrolling doesn't make it very much more obvious. A lot of places unwilling more than unable to summarize their product because it seems limiting. E.g. they could have just said "chat service"
anacleto 9y ago
True. But that's actually a common trend. When the company's brand gets bigger and stronger in people's mind, company position slowly switches from 1 Product attributes 2. Product benefits 3. Emotional benefits 4. Something bigger This applies well to every type of product. SaaS included. This is a great essay on the topic: https://medium.com/speroventures/branding-for-builders-19e103ef3f1d https://medium.com/speroventures/branding-for-builders-19e10...