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Slack founder: Mental models for building products people love ft. Stewart Butterfield

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Nov 20, 2025

Guest

Stewart Butterfield

Stewart Butterfield, co-founder of Flickr and Slack, dives into the essence of product design and leadership. He shares frameworks like 'utility curves' to prioritize feature investment and introduces concepts such as 'the owner’s delusion,' emphasizing the importance of user-centric thinking. Stewart discusses how small conveniences can spark growth, recounts lessons from Slack's onboarding, and stresses the need for continuous improvement in user experience. His insights on generosity in leadership and managing pivots provide valuable takeaways for any product builder.

01:30:35

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Episode notes

00:00 / 00:00

Use Utility Curves To Prioritize Work

Utility curves show value vs. effort follows an S-curve; early work often yields little value until a threshold creates outsized payoff.
Use utility curves to decide whether to invest more in a feature or accept diminishing returns.

00:00 / 00:00

Keep Raising The Bar On Basics

Continuously raise your product standards because users' expectations increase as they familiarize themselves with software.
Invest in improving fundamentals like signup, login, and core flows frequently rather than once and forget.

00:00 / 00:00

Cultivate Product Taste Deliberately

Develop taste by practicing and training; it's learnable and creates a competitive advantage.
Lean into craftsmanship because most competitors won't invest in taste and delight.

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Stewart's current life and focus

05:03 • 2min

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Utility curves explained

06:58 • 3min

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Divine discontent and rising standards

10:14 • 5min

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Taste, craft and product advantage

15:12 • 4min

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Tilting your umbrella: small conveniences

19:03 • 2min

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Magic links and onboarding decisions

20:38 • 3min

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Shaping behavior with design (shouty rooster)

23:45 • 2min

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Do Not Disturb rollout strategy

25:35 • 3min

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When friction is useful

28:39 • 11min

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Design for simplicity, not fewer taps

39:12 • 5min

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Observe real users to learn fluidity

Why making things work is hard

50:14 • 4min

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Parkinson's Law and organizational growth

54:31 • 4min

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Hyper-realistic work-like activities

58:33 • 10min

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We don't sell saddles: positioning and market creation

01:08:33 • 5min

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Pivot advice: exhaust realistic options

01:13:23 • 5min

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Generosity as leadership strategy

01:18:37 • 6min

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SLA generosity and limits discovered

Final reflections and future part two

• Mentioned in 15 episodes

Don't Make Me Think

Steve Krug

Don't Make Me Think is a book that focuses on the principles of human–computer interaction and web usability. It argues that good software programs and websites should allow users to accomplish their tasks as easily and directly as possible. The book highlights the importance of designing for scanning rather than reading, using conventions and visual hierarchies, and conducting usability testing. It also includes updated chapters on mobile usability and practical advice on navigation structure and user-centered design. The book is known for its brevity, wit, and use of real-life examples to illustrate good and bad design practices.

#123

• Mentioned in 123 episodes

Thinking in bets

Making Smarter Decisions When You Don't Have All the Facts

Annie Duke

In this book, Annie Duke teaches readers how to make better decisions by treating them as 'bets' on uncertain outcomes. She emphasizes the importance of distinguishing between the quality of a decision and its outcome, acknowledging the role of luck, and avoiding biases such as 'resulting' and hindsight bias. Duke draws on her experiences as a professional poker player and combines these with insights from cognitive psychology and other fields to provide tools for making more objective and thoughtful decisions. The book encourages readers to get comfortable with uncertainty, seek truth through diverse opinions, and learn from outcomes to improve future decision-making.

#296

• Mentioned in 68 episodes

Quit

The Power of Knowing When to Walk Away

Annie Duke

#793

• Mentioned in 35 episodes

Positioning

The Battle for Your Mind

Al Ries

Jack Trout

This book introduces the concept of positioning as a crucial strategy in marketing. It explains how to effectively communicate with a skeptical and media-blitzed public by creating a position in the prospect's mind that reflects the company's strengths and weaknesses as well as those of its competitors. The authors provide valuable case histories and analyses of successful and failed advertising campaigns, emphasizing the importance of simplicity, consistency, and understanding how people think and evaluate information. The book also discusses strategies such as making and positioning an industry leader, occupying a niche, and repositioning competitors to create a unique market position.

#971

• Mentioned in 30 episodes

Why Nothing Works

Who Killed Progress—and How to Bring It Back

Marc J. Dunkelman

This book delves into the reasons behind America's current inability to address significant challenges such as housing shortages, climate crises, and infrastructure issues. Dunkelman argues that a 'vetocracy' allows nearly anyone to stifle progress and that progressive reforms have inadvertently contributed to this gridlock. He suggests that progressivism must rediscover its roots to break through the current paralysis and restore faith in public institutions.

#2829

• Mentioned in 13 episodes

Principles

Life & Work

Ray Dalio

Stewart Butterfield is the co-founder of Slack and Flickr, two of the most influential products in internet history. After selling Slack to Salesforce in one of tech’s biggest acquisitions, he’s been focused on family, philanthropy, and creative projects. In this rare podcast appearance, Stewart shares the product frameworks and leadership principles that most contributed to his success. From “utility curves” to “the owner’s delusion” to “hyper-realistic work-like activities,” his thoughts on craft, strategy, and leadership apply to anyone building products or leading teams.

We discuss:

1. Hyper-realistic work-like activities

2. The owner’s delusion

3. Utility curves

4. “Don’t make me think”

5. “We don’t sell saddles here”

6. Tilting your umbrella

7. When to pivot

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Transcript: https://www.lennysnewsletter.com/p/slack-founder-stewart-butterfield

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My biggest takeaways (for paid newsletter subscribers): https://www.lennysnewsletter.com/i/178320649/my-biggest-takeaways-from-this-conversation

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Where to find Stewart Butterfield:

• X: https://x.com/stewart

• LinkedIn: https://www.linkedin.com/in/butterfield

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• X: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Introduction to Stewart Butterfield

(04:58) Stewart’s current life and reflections

(06:44) Understanding utility curves

(10:13) The concept of divine discontent

(15:11) The importance of taste in product design

(19:03) Tilting your umbrella

(28:32) Balancing friction and comprehension

(45:07) The value of constant dissatisfaction

(47:06) Embracing continuous improvement

(50:03) The complexity of making things work

(54:27) Parkinson’s law and organizational growth

(01:03:17) Hyper-realistic work-like activities

(01:13:23) Advice on when to pivot

(01:18:36) The importance of generosity in leadership

(01:26:34) The owner’s delusion

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Referenced:

• Slack: https://slack.com

• Flickr: https://www.flickr.com

• Cal Henderson on LinkedIn: https://www.linkedin.com/in/iamcal

• Blok: https://blok.so

• Brandon Velestuk on LinkedIn: https://www.linkedin.com/in/brandon-velestuk-6018721b

• Magic Link: https://en.wikipedia.org/wiki/Magic_Link

• Ticketmaster: https://www.ticketmaster.com

• John Collison on X: https://x.com/collision

• Patrick Collison on X: https://x.com/patrickc

• Sundar Pichai on LinkedIn: https://www.linkedin.com/in/sundarpichai

• Three Questions with Slack’s CEO: https://www.technologyreview.com/2014/11/21/170330/three-questions-with-slacks-ceo

• Six Sigma: https://www.6sigma.us

• What is kaizen and how does Toyota use it?: https://mag.toyota.co.uk/kaizen-toyota-production-system

• John Collison’s post on X about passion projects: https://x.com/collision/status/1529452415346302976

• Parkinson’s law: https://www.economist.com/news/1955/11/19/parkinsons-law

• We Don’t Sell Saddles Here: https://medium.com/@stewart/we-dont-sell-saddles-here-4c59524d650d

• Glitch: https://en.wikipedia.org/wiki/Glitch_(video_game)

• IRC: https://en.wikipedia.org/wiki/IRC

• This will make you a better decision-maker | Annie Duke (author of “Thinking in Bets” and “Quit,” former pro poker player): https://www.lennysnewsletter.com/p/making-better-decisions-annie-duke

• The woman behind Canva shares how she built a $42B company from nothing | Melanie Perkins: https://www.lennysnewsletter.com/p/the-making-of-canva

• Prisoner’s dilemma: https://en.wikipedia.org/wiki/Prisoner%27s_dilemma

• Stewart Little: https://en.wikipedia.org/wiki/Stuart_Little

• Dharma and Greg: https://en.wikipedia.org/wiki/Dharma_%26_Greg

• Stewart’s post on X referencing “the owner’s delusion”: https://x.com/stewart/status/1223286626991796224

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Recommended books:

• Principles: Life and Work: https://www.amazon.com/Principles-Life-Work-Ray-Dalio/dp/1501124021

• Why Nothing Works: Who Killed Progress―and How to Bring It Back: https://www.amazon.com/Why-Nothing-Works-Killed-Progress_and/dp/154170021X

• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586

• Quit: The Power of Knowing When to Walk Away: https://www.amazon.com/Quit-Power-Knowing-When-Walk/dp/0593422996

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.

To hear more, visit www.lennysnewsletter.com

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