In this insightful, funny 99U talk, Slack’s director of brand communications Anna Pickard explains her approach to giving the workplace chat app its voice, endearing it to millions of users. From finding unlikely places (like error messages) to show authenticity, to the significance of naming product features, Anna shows us why words matter in product design, and how to choose your moments to wield them.

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99U brings you the best of the creative world through the lens of design and the people and work who are shaping it.