What Notion Did Right: Building a Product Users Can’t Live Without
Notion’s rise to becoming a $10 billion powerhouse is a testament to their customer-first approach and constant product iteration. Founded in 2013, Notion began as a simple note-taking tool with a minimalist design. Its early users were drawn to its flexibility and ease of use without the need for coding skills.
I was one of those early users. What drew me to Notion was its focus on customer feedback and real-world use cases. Notion evolved from a note-taking app into an all-in-one workspace, replacing tools like Trello, Google Docs, and Airtable for many users. Each iteration brought more powerful features, from robust databases to advanced collaboration tools, and now a calendar app integrated with its databases.
The key to Notion’s success lies in their commitment to listening to their users. Rather than pushing a fully formed product, they allowed users to create their own solutions, building workflows that met their specific needs. Over time, this adaptability became their competitive edge.
Here are the five key moves Notion made to build a product users can’t live without:
1. Pivot Early and Focus on User Needs
In the early stages, Notion wasn’t the multifunctional tool we know today. It began as a flexible note-taking app, similar to Evernote. However, the founders quickly realized they needed to pivot based on user feedback. They doubled down on flexibility, identifying a market gap for a highly customizable tool that could be used for everything from simple note-taking to complex project management.
Notion actively sought feedback from early adopters and didn’t just collect it—they acted on it. They made significant product changes to better align with what users wanted. A lot of SaaS startups could learn from this: listen and adapt based on real feedback.
2. Build a Strong Core Product
Before scaling or launching major marketing efforts, Notion focused heavily on perfecting its core product. They iterated through several versions, ensuring that their core functionalities were rock-solid and met a high standard of quality.
A strong product foundation made it easier to retain users. If the core is strong, users will stick around. They also focused on creating a distinctive product identity—minimalistic, modern, and highly user-friendly. This helped Notion stand out from competitors and became a hallmark of the brand.
For me, as a designer, Notion’s aesthetics were a big draw. It’s like music: you may not know how to create or critique music, but you know when you hear something good, it enhances your experience. The same is true for UX and UI design—it just feels right.
3. Leverage a Passionate User Base
Even without a large user base, Notion recognized the power of content and community in driving growth. They relied heavily on word-of-mouth referrals in their early stages. The early adopters, impressed with the product, naturally shared it with their peers, slowly building a loyal following.
Notion’s collaborative nature also encouraged sharing. It’s a tool that’s better with more people involved, so users were eager to invite others to join them.
4. Prioritize Content and Community
Before going public, Notion employed a soft launch strategy to build anticipation and gather feedback. They also fostered a strong community culture early on, where users could share how they used the product.
This wasn’t just a marketing tactic—it was part of Notion’s strategy to build a product that felt co-created by its users. That’s a thread that continues today: the flexibility and customizability that allow users to build exactly what they need, from personal projects to complex SaaS platforms.
Notion also invested early in educational content. Detailed guides, tutorials, and templates helped users get the most out of the tool. This not only educated users but demonstrated the product’s flexibility and value.
5. Soft Launch and Beta Testing
Notion started with an invite-only beta, creating a sense of exclusivity and demand. This allowed them to control their growth rate and handle new users effectively while continuing to refine the product.
The invite-only strategy wasn’t just for marketing—it allowed Notion to limit the number of users while they tested, iterated, and rolled out features gradually. Beta feedback was invaluable in improving the product, fixing bugs, and enhancing features before a broader launch.
This careful approach ensured that when they did go public, the product was polished and ready for a wider audience. We often hear about launching your MVP as soon as possible, but launching a buggy product can backfire. Notion took the time to get it right, ensuring early adopters stuck around and promoted the product.
Conclusion: What We Can Learn from Notion’s Success
Notion’s path to success wasn’t just about having a great product or effective marketing. It was about deeply understanding their users, iterating based on real feedback, and building a community of passionate advocates.
By focusing on product excellence and creating genuine user connections from the start, Notion set itself up for organic, word-of-mouth growth. The lesson for SaaS founders is clear: build a strong foundation, engage with your users, and let your product speak for itself.
Need help building your SaaS product?
At Cibra Consulting, we provide product design services for SaaS startups to help you launch fast and attract customers, so you can move to the next stage of your business.
This blog post walks through the same principles that have made Notion a leading productivity tool. Take a page out of their playbook, and make user feedback, strong design, and community a priority in your product strategy.
