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“I don’t have much of an emotional connection to Slack,” Blumberg tells me.

Vogt, 29, brought Slack to Gimlet soon after the company launched and is a true believer.

(Slack has also advertised on Vogt’s show.) But Vogt’s older boss, Gimlet CEO Alex Blumberg, is still struggling to catch on.

“Like, what are you all saying to each other all secret-like?

”) Part of Slack’s impressive command over an office’s culture can be explained by how it gets there.

“There was a definite sense of missing out not being on Slack. Slack itself has become a character.” Even pockets of the State Department are now on Slack. Take a tour of Slack on the company’s website, and you’ll learn about all the ways it can make your office communication more effective: Slack syncs seamlessly across devices, features a powerful internal search engine, and is highly compatible with dozens of other programs that keep businesses running.

But Slack’s truly innovative offering goes unlisted: It is a cool office culture, available for instant download.

Each of her new colleagues is fitted with a little green dot that says: Slack founder Stewart Butterfield tells me that his “background in game development really helped in designing Slack”—the company started as an internal messaging system for developers of Butterfield’s now-shuttered video game project —because whether you’re trying to coax users into an immersive online gaming world or immerse them in their job, “you have so little time to attract their attention,” he says.

“Every little thing counts.” And Slack is loaded with little things.

It used to be that the mark of a “fun” office was a foosball table crammed into the break room.

But Slack makes the workspace itself feel like a game.

, have created little emoji of each other’s faces that they use to further develop their lovingly antagonistic office relationship: Goldman drops a P. face in Slack to try to get his attention; Vogt inserts the Alex face to signify “bad news.” favors a custom emoji of Outward editor Bryan Lowder with a toboggan Photoshopped onto his head; when editors drop into a private group to workshop headlines, they announce their presence with a taco emoji.

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