[Video] How Notion makes you sell their product

Hello, I started making content about SaaS marketing, and I found Notion's growth very inspiring and insightful, so I made a video about it to share what I learned when doing my research :)

Here are the main takeaways of my video:

1️⃣ Notion has such a shareable product because of the IKEA Effect, which is a phenomenon where consumers place a higher value on products that they have partially built themselves rather than on products that are already pre-assembled.

But that's not all.

2️⃣ They managed to build a very shareable product by using Product-Led acquisition.

“PLA means your users naturally invite other users while using your product. \[...\] For example, when you join Slack, you naturally invite your teammates and contractors, so you can talk with them more easily. By doing so, you’re growing Slack’s user base for them.

Julian Shapiro / Author of The Startup Handbook (← This is a great resource that I found super useful)

In the case of Notion, their template system was a very solid way to benefit from PLA.

In his handbook, Julian shared 4 ways to apply PLA to a startup:

1. Encourage users to invite other users.
2. Turn your product into a billboard.
3. Encourage users to make shareable content.
4. Trigger word of mouth.

3️⃣ The Notion team also relied on Community-led growth to grow, and they have a shareable product, CLG is even more powerful for them.

“Community-led growth is when your community helps you achieve such ubiquity and such name recognition that it allows you to start moving up market into the enterprise.”

Camille Ricketts / First marketing hire at Notion

Camille, who also was the head of marketing at Notion at some point, shared this resource where she goes a bit deeper on how to apply it and where to focus depending on your type of customer and your PMF.

In the case of Notion, they benefited a lot from working with Ambassadors & creators.

I go a bit more in depth in my video if you're interested

I also wrote a blog post version of it if you prefer to read.

Have a great day!