The Evolution of Software: A Strategic Perspective

As a daily active user since I signed up for Notion around three and a half years ago, writing this piece has been both a challenging and rewarding experience.

The idea of sharing how I personally use Notion has been on my mind for a while. While that project is still on the back burner, this exploration dives into what makes Notion—and similar tools—unique, and the strategic principles driving their success.

The Big Move: A Quick Overview of the Strategy

Something transformative is happening in the world of software.

In the past, software choice was based mainly on utility, features, and use cases. Today, the best startups are doing more than building tools—they are crafting identity.

Products like Arc, Attio, June, Beehiiv, Linear, and Raycast stand out because using them communicates something about who you are. These tools reflect personal values, aesthetic preferences, and professional identity.

We are entering a new phase: software as a style statement.

No company embodies this trend better than Notion:

• Over 30 million users.
• Revenue growth exceeding 175% year-over-year.
• An unmatched community-driven growth engine in B2B SaaS.

Notion is a quirky, minimalist tool embraced by creatives and professionals alike. Its rise signals a major shift in how software is designed, marketed, and integrated into users' lives. Here’s a breakdown of the strategy fueling this transformation and what it means for the broader industry.

Strategic Insights: 3 Key Lessons

1. Design as an Ideology

Notion’s unique aesthetic—often called ‘productivity chic’—is more than a design system; it’s an ideology. This approach reshapes how users perceive productivity and creativity:

• Limited formatting options (e.g., three fonts, ten colors) to simplify decisions.
• Clean, uncluttered interfaces with plenty of whitespace.
• Subtle, delightful animations that don’t distract.
• A combination of brutalist design and playful emojis.
• Hand-drawn, whimsical illustrations that stand out.
• A minimalist style with bursts of personality.

This thoughtful mix of industrial utility and artisanal craft sets Notion apart from its competitors. While Microsoft Word and Google Docs feel like tools, Notion feels like a playground.

Strategic Takeaway: Design isn’t just about looks—it’s about creating meaning. By injecting personality into productivity, Notion turns mundane tasks into opportunities for creative expression. It signals shared values, making users feel like they’re part of something bigger.

2. A Journey That Redefines Identity

Notion’s design fosters a unique and transformative user journey:

• For some, it starts as a simple space for organizing a few documents.
• For others, it evolves into a sophisticated no-code development platform.

Its modular structure allows users to create tools tailored to their needs, including:

• Journals
• To-do lists
• Recipe books
• Travel planners
• Collaboration hubs
• Onboarding wikis
• Project management dashboards
• Automated content systems

The IKEA Effect: This psychological principle explains how people value things they create themselves. Once users build something meaningful with Notion, they feel a deep connection to both their creation and the tool itself. This emotional attachment strengthens loyalty and encourages advocacy.

Strategic Takeaway: Flexibility and adaptability can transform casual users into superfans. When users shape the product to reflect their needs, it becomes more than just a tool—it becomes part of their identity. Notion users often identify as:

• Minimalists and organized thinkers.
• Creative systems builders.
• Advocates for blending aesthetics with productivity.

Notion blurs the line between tool and lifestyle, making it a reflection of the user’s personal growth and ambitions.

3. From Product to Movement

Notion’s success transcends its core product. It thrives on the strength of its user-driven community:

• YouTube channels dedicated to tutorials and setups.
• Twitter accounts selling pre-made templates.
• Certified consultants offering custom Notion builds.
• Discord servers and Reddit communities for collaboration.
• TikToks showcasing aesthetic workspaces and hacks.

This vibrant ecosystem amplifies Notion’s reach, transforming it into a cultural phenomenon.

Strategic Takeaway: By fostering a strong, active community, Notion creates a self-sustaining cycle of growth. User-generated content acts as both marketing and validation, continually attracting new users.

Notion also tells its own compelling story. The narrative of its early struggles—pivoting from technical setbacks to a three-year development sprint in Kyoto—adds a human touch to the brand. This story reinforces Notion’s identity as authentic and visionary, deepening the emotional connection with users.

Closing Thoughts: Lessons for Builders and Strategists

Notion’s rise illustrates the power of combining thoughtful design, identity-driven marketing, and community engagement. It’s a blueprint for building tools that do more than solve problems—they shape how users see themselves.

For anyone creating products or strategies, the key takeaway is this: The future of software lies in its meaning to the user. Focus on these principles:

• Design for aspiration: Build tools that reflect users’ goals and values.
• Foster belonging: Create spaces where users can share, learn, and grow together.
• Tell your story: Authentic, relatable narratives resonate deeply and inspire loyalty.

If you’re a business looking to stand out, I can help. I specialize in crafting well-designed strategies tailored to your unique needs, helping you define your identity and thrive in today’s competitive landscape.

I’d love to hear your thoughts—and if you’re a Notion user, share your journey!

Happy new Year