Stewart Butterfield's 2014 internal memo to the Slack team before launch — arguing that they're not selling software but selling organizational transformation — one of the most widely shared essays in startup culture.
Articulates the product-as-transformation framing — Butterfield's argument that Slack sells improved organization, not messaging software ('we don't sell saddles here; we sell the outcome of horse ownership') is a masterclass in category creation through belief.
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