CHAPTER FIVERethink What You Sell

The best—maybe the only?—real, direct measure of “innovation” is change in human behaviour.


Slack defines itself on its website by what it does. And what the company does, its stock-in-trade, is “bring all of a company’s internal communications together in one place.” At the next layer of detail, the company website specifies that the Slack app provides real-time messaging, archiving, and search for modern teams.

But internally, Slack’s CEO, Stuart Butterfield, answered the question “What do ...

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