During the pandemic, one product skyrocketed into global popularity almost overnight: Zoom.
It wasn’t the only video conferencing tool out there. In fact, when it comes to features and technology, Zoom wasn’t even the most advanced. Google had Google Meet. Microsoft had Teams. Skype had been around for decades. And yet, Zoom won --- especially in the early pandemic wave.
So, what made Zoom dominate the market?
The answer isn’t “because it had the best features.” It’s because Zoom understood the order of priorities that every product should follow:
Market > Marketing > Aesthetic > Functionality
Let’s break it down.
1. Market Comes First
Before the pandemic, Zoom had already been laser-focused on a clear market segment:
People who needed online meetings for work, business, or school.
While other platforms tried to be everything to everyone, Zoom doubled down on one use case --- remote meetings.
So when the pandemic hit and everyone suddenly had to work or study remotely, Zoom was ready.
It wasn’t luck. It was strategic clarity.
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Google Meet wasn’t fully prepared and lacked identity.
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Skype had shifted too far into casual chat.
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Microsoft Teams was powerful but too complex for new users.
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Zoom, meanwhile, had already been solving a specific, high-demand problem.
When the world changed, Zoom’s chosen market exploded --- and it rode the wave perfectly.
2. Marketing Comes Second
Here’s the interesting part:
Zoom didn’t rely on expensive advertising.
It grew through virality and word of mouth.
Why?
Because the product was inherently shareable:
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You could join a Zoom call with just a link --- no logins, no setup hassles.
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It supported large group calls effortlessly.
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And since many people were already using it, it created a network effect --- people recommended it because everyone else was already there.
That’s not just product design. That’s built-in marketing.
Ease of distribution and simplicity of onboarding = rapid organic growth.
3. Aesthetic Comes Third
Functionality matters --- but design creates trust.
Zoom didn’t have a fancy or groundbreaking UI. But compared to Google Meet or Skype at the time, it looked clean, focused, and professional.
The interface felt calm and reliable --- especially important for general users like teachers, executives, or non-tech-savvy employees suddenly forced to go online.
It might seem subtle, but that first impression matters. A polished, aesthetic experience helped build user confidence and emotional comfort.
4. Functionality Is Last
Ironically, Zoom wasn’t the most reliable app on a technical level.
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It had security issues.
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It lagged sometimes.
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It didn’t have as many deep features as Teams or as much infrastructure as Google.
But it didn’t matter. Because by that point:
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Everyone was already using it
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It had become the default
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And the basic features worked well enough
In other words, good enough beats perfect --- if you win the earlier layers.
The Takeaway: Product Strategy Is About Sequence
If you’re building a product, especially a digital one, don’t get obsessed with features first. That’s a trap.
Zoom succeeded because it followed the right sequence:
Market → Marketing → Aesthetic → Functionality
Most startups and indie builders reverse this.
They spend months building advanced features… without knowing who it’s for or how it will spread.
But real traction starts with knowing your market intimately, then making it stupidly easy to try and share, then looking trustworthy… and only then refining the bells and whistles.
Zoom didn’t win because it was the best app.
It won because it was the right product for the right market at the right time --- and easy to use.
If you’re creating something new, memorize this hierarchy.
Don’t fall in love with features. Fall in love with solving a problem for a specific group of people.
Then let that focus drive your design, your distribution, and your development.