Needless to say Stripe.com
- https://www.plainflow.com/
- https://sentry.io
- https://slack.com
- https://figma.com
- https://basecamp.com
"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."
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"
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-19e10...