Surfers choose between Quiksilver and Billabong.

Carpenters choose between DeWalt and Milwaukee.

Farmers are either green (John Deere) or red (Case IH).

Tools shape our identity, and software is no different.

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Last year, the Department of Justice filed an antitrust suit against Apple about the color blue. If you use an iPhone, you notice when an Android user is added to a group chat because the chat bubbles turn green.

This was by design.

iPhones, in contrast to Androids, are perceived as luxury items, so these colors “out” the others, which can lead to “digital classism.” A popular TikTok trend, “He’s a 10, but he has an Android phone,” demonstrates how these views manifest. This problem is exacerbated for teenagers who – more than anything – want to fit in with their peers. (iPhones have a 58% market share in the United States but 87% ​​among American teenagers.)

Humans are so quick to form identities that the difference between blue and green text messages can become an anti-trust case.

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When the board of OpenAI fired Sam Altman in the fall of 2023, for a few days, it looked like Microsoft would hire Sam, who would likely bring most of the OpenAI team with him.

It was lining up to become a multi-billion dollar heist for an already massive company. It was rumored that one sticking point in those negotiations was whether the OpenAI team would be forced to use Microsoft Teams or be allowed to continue using Slack. The fact that this was a discussion topic when billions of dollars hung in the balance is astounding.

Why so committed to this tool, especially considering that Microsoft Teams is essentially a carbon copy of Slack? 

That’s precisely the problem. The story is not about how their features compare today but how they came to be.

Slack is the story of discovering an entirely new category of software. Teams is the story of a massive company copying a beloved startup and nearly destroying it. 

Innovators don’t want to be associated with monopolies that destroy the little guy.

Slack was acquired by Salesforce in 2021 in hopes of remaining relevant.

After five days of chaos, the OpenAI board reinstated Sam Altman, and these rumors were quickly forgotten. 

But I bet the founders at Slack haven’t forgotten.

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When choosing tools, don’t underestimate the power of identity for good and for bad. When buying software, don’t just compare features. Compare messages. Is the marketing of the software you are considering speaking to your small nonprofit or massive enterprises? (Be wary of the latter!) 

Is the story they are telling down to earth like Basecamp? 

Is it approachable and friendly like Asana? 

Or is it elitist and aspirational like Linear?

What resonates with the culture of your organization?

Software is not just about features. It’s about narratives. Choose your stories wisely!