A well-designed surface conveys a point of view on how work should be done. Notion has an opinion about what a blank page should look like. Figma has an opinion about where your tools live.

When you’re ready to move the platform forward, don’t rewrite everything—introduce a new surface that embodies the direction you’re headed.

Use the ecosystem to prototype the future

Your ecosystem is a signal. Before you build a capability natively, look at what people are building on top of your platform with extensions, integrations, and workarounds. The ecosystem is prototyping for you—every popular plugin is a feature request, and every Zapier workflow is a diagram of what your... See more

Good extensibility feels like the platform was designed for your specific use case, even when it wasn’t.

The surface gets you in the door, but the capabilities are what keep you from outgrowing the platform.

You’re not guessing what to build—you’re watching what people already need and pulling it into the platform.