You’ve got a better tool than e-mail, so Slack off it

Lifestyle

You’ve got a better tool than e-mail, so Slack off it

Could this new app mean the end of e-mails?

Olivia Rudgard

Slack had an unusual start. The messaging app was originally founded as a side-show to a video game, but after the video game died, it lived on as a workplace communication tool. 

Almost six years on, the company is valued at up to $15.7bn, and it went public last Thursday after announcing it made just more than $400m last year. It still made a net loss – of $138m – but it has undoubtedly carved out a good niche for itself. Stewart Butterfield, Slack’s chief executive and co-founder, has described the company’s technologies as a “brand new category of software” that replaces e-mail. 

So can it live up to its grand ambitions and topple e-mail for good? It certainly has a decent brand strategy, even after a controversial rebrand earlier this year to a new logo described by some people as a “swastika made of dicks”.  It is one of the few company names that has become a verb. ..

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