💸 How Notion Built a $10B Business in 10 Years

In just a decade, Notion went from a small startup with big dreams to a global success, now valued at over $10B.

Whether it’s entrepreneurs managing to-do lists, students organizing notes, or large teams coordinating big projects, Notion has become the go-to productivity tool.

So, what sets Notion apart in a competitive market? How did it grow into a 100M user business? And most importantly, what can you learn from its success for your own business?

Here’s what we’ve got for ya:

• 📚 The Origin Story
• 💪 Notion’s Competitive Advantage
• 📈 From 0 to 100M users

Read Time: 4 min 43 sec

📚 The Origin Story

Notion was founded in 2013 by Ivan Zhao and Simon Last, two Silicon Valley engineers with a dream of creating an all-in-one productivity tool. But the journey to success was far from smooth.

Initially, Notion struggled to find its footing. Their first product—a desktop app—wasn’t an immediate hit. The team faced financial struggles and even considered shutting down. But rather than giving up, they made a bold decision to redesign everything.

In 2018, Notion 2.0 launched, and the rest is history.

By combining note-taking, databases, task management, and collaboration into one seamless platform, Notion captured the imagination of productivity enthusiasts worldwide.

The software became a viral sensation, fueled by a loyal community of users who loved its endless customizability.

Today, Notion serves over 100 million users and has raised $343 million in funding, with a valuation exceeding $10 billion. Not bad for a company that almost didn’t make it.

Notion’s success isn’t just owed to the brilliancy of its team, but to user feedback and suggestions to improve the software.

Early adopters provided suggestions that directly influenced product updates, turning users into co-creators. This collaborative approach strengthened brand loyalty and ensured Notion’s features were truly user-centric.

More on this:

• ​How Notion went from brink of failure to a $10B success​

💪 Notion’s Competitive Advantage

Notion isn’t the only productivity software out there, but it is one of the most popular.

What makes Notion different from its competitors? In a crowded field of productivity tools like Trello, Asana, and Evernote, Notion’s ability to integrate multiple functions into one platform has given it a competitive advantage.

But there’s more to it:

#1- Customizability: Notion’s modular design allows users to create systems tailored to their personal needs. From kanban boards to personal journaling, the possibilities are endless. This level of flexibility is unmatched in the industry.

#2- Affordable Pricing: Unlike many competitors that lock key features behind paywalls, Notion’s free tier offers enough functionality to attract individuals and small teams. This creates a low barrier to entry, allowing more people to fall in love with the tool. Once users experience its value, many upgrade to paid plans for additional features, contributing to Notion’s sustainable growth.

#3- Design Excellence: Notion’s minimalist and intuitive design makes it appealing to a wide range of users. You get to decide how aesthetic or utilitarian your workspace is. This gives users the power to make their Notion look however they want it to.

More on this:

• ​How notion completely changed the way I work​

📈 From 0 to 100M users

A great product goes nowhere without great marketing. And who better to market your company than your users themselves?

Notion’s marketing strategy focuses on having its users become brand ambassadors.

Here’s how they did it:

#1- Community-Driven Growth: Notion’s approach to marketing has been deeply rooted in community building. Instead of relying on traditional advertising, the company nurtures a thriving user base that actively promotes the product.

For example, the #Notion hashtag on TikTok has millions of views, with users sharing everything from aesthetic productivity setups to creative ways to organize their lives. This grassroots strategy fosters authenticity, making the tool feel like a recommendation from a trusted friend rather than a corporate pitch.

#2- Influencer Partnerships: Notion has also partnered with productivity influencers to amplify its reach. These collaborations often involve content creators showcasing their favorite Notion setups, sharing free templates, or explaining how the platform has streamlined their workflows. Such endorsements resonate deeply with audiences who trust these influencers, turning viewers into loyal customers.

#3- Education as Marketing: The company understands the power of education. Notion offers free resources, webinars, and guides to help users unlock the platform's full potential. Their website features a dedicated section for templates, encouraging users to customize workflows and share them with others. This educational angle doubles as a marketing strategy, as it empowers users to see Notion as indispensable for productivity.

#4- Strategic Pricing: Notion’s free tier isn’t just a product offering—it’s a strategic marketing tool. By providing robust features at no cost, Notion removes barriers to entry and encourages new users. As users grow accustomed to its capabilities, many naturally transition to paid plans for premium features, driving sustainable growth.

The freemium model also generates goodwill, making users more likely to recommend Notion to friends, colleagues, or social media followers. It’s a classic “try before you buy” approach that works wonders in the software industry.