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Off Brand

Slack’s Outage Was the Best Thing That Could Have Happened to the Company

When it comes to accidental branding moments, this one will go down in the books

Photo: Omar Marques/SOPA Images/LightRocket/Getty Images

When Slack started 2021 by suffering a mass outage on the very morning most of the remote workforce revved up their computers after a long holiday break, it seemed…




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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at

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