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+## Choosing the right tools for efficient communication can provide a massive productivity boost.
+
+Communication consumes a [huge fraction of
+time](https://blog.rescuetime.com/slack-and-email-cost/) in an organization. [A
+recent
+survey](https://www.grammarly.com/business/Grammarly_The_State_Of_Business_Communication.pdf)
+found that knowledge workers spend half of their work day on communication, yet
+72% of business leaders observe that their team struggles to communicate
+effectively. [The
+report](https://www.grammarly.com/business/Grammarly_The_State_Of_Business_Communication.pdf)
+estimates that businesses lose an average of over $1,000/month *for each
+employee* due to ineffective communication.
+
+One of the most impactful ways to improve communication in your organization is
+choosing tools that enable efficient communication.
+
+**We created Zulip to empower teams to collaborate effectively**, so that they
+can accomplish amazing things together. As you’ll learn below, Zulip’s organized
+team chat app makes communication dramatically more efficient than other popular
+apps like Slack and Microsoft Teams, which push teams towards chaotic and
+disruptive communication patterns.
+
+Switching to Zulip is thus one of the best ways to **increase the overall
+productivity of your team**.
+
+> Zulip is everything Slack is, but it's smarter and more powerful.
+>
+> — [Zulip review in The Register](https://www.theregister.com/2021/07/28/zulip_open_source_chat_collaboration_software/)
+
+<br />
+
+## Zulip’s unique topic-based threading model makes efficient communication possible. Here’s how.
+
+In Zulip, **channels** determine who gets a message. Each conversation within a
+channel is labeled with a **topic**, which keeps everything organized.
+
+You can read Zulip one conversation at a time, seeing each message in context,
+no matter how many other conversations are going on.
+
+If anything is out of place, it’s easy to move messages, rename and split
+topics, or even move a topic to a different channel.
+
+![Channels and topics](/static/images/landing-page/why-zulip/channels-and-topics.png)
+
+<br />
+
+> We switched to Zulip after trying pretty much every chat app out there. And
+> it’s been amazing. The threading-by-topic system is genius. It keeps every
+> conversation in its lane and makes catching up effortless. We’ve cut down on
+> meeting time and repetitive messaging, which easily saves us hours each week.
+> The async setup means no one feels pressured to respond instantly, but nothing
+> slips through the cracks either.
+> <br /> <br />
+> It’s fast, reliable, and honestly feels like
+> the way team chat should work. Once you’ve used Zulip, other tools just feel
+> outdated.
+>
+> — Deepak Shukla, Founder and CEO of [Pearl Lemon](https://pearllemon.com/)
+
+<br />
+
+## Zulip makes it easy to follow relevant conversations.
+
+With well-organized chat that shows each message in context, it’s easy to stay
+informed and connected. Everyone can follow and contribute to discussions that
+matter to them, without wasting time reading every message, or stressing about
+missing something important.
+
+> Slack’s interface was too slow and clunky, and the more channels you’re in,
+> the harder it is to use. Zulip’s UI makes it easy to access all the information you
+> need.
+>
+> — Jon Jensen, CTO of [End Point Dev](https://www.endpointdev.com/about/) software
+> consultancy ([case study](/case-studies/end-point/))
+
+- **Read each message in context.**
+With each conversation in its own space, you can coordinate multiple projects,
+hold a virtual standup, and plan the next team social — all in one place. No
+more scrolling up and down through dozens of messages to track down all parts of
+a conversation. No more context-switching again and again as you catch up on
+your chat messages.
+
+- **Find the conversations that matter to you.**
+Conversations are well-organized and labeled, so you will never again wade
+through hundreds of messages to avoid missing the few that are important.
+Leaders and cross-functional collaborators can quickly review busy communication
+channels for places where their input is needed.
+
+- **Never miss an important message.**
+New messages will pop a long-running thread to the top, rather than languishing
+in a forgotten sidebar. You’ll never create a new channel (and later forget to
+check it) because your team’s main channel is busy — a busy channel
+works just fine in Zulip! For timely messages, Zulip alerts you with [fully
+customizable](/help/channel-notifications) mobile, email and desktop
+notifications.
+
+>  With Zulip, I can manage hundreds of participants across two communities
+>  extremely efficiently, and I don’t feel stressed.
+>
+> — Dan Allen, [Asciidoctor](https://asciidoctor.org/) open-source project lead ([case
+> study](/case-studies/asciidoctor/))
+
+<br />
+
+## Zulip empowers teams to work flexibly anytime, from anywhere, without interruptions.
+
+With organized team chat that is designed for both synchronous and asynchronous
+communication, everyone can be included in decision-making without being online
+at the same time. Team members can focus when they need to, and contribute to
+discussions asynchronously without interrupting their flow.
+
+> Zulip lets us move faster, connect with each other better, and have
+> interactive technical discussions that are organized, recorded, and welcoming
+> to other people.
+>
+>  — Josh Triplett, [Rust Language
+>  team](https://www.rust-lang.org/governance/teams/lang) co-lead ([case
+>  study](/case-studies/rust/))
+
+- **Take advantage of everyone’s expertise.**
+Zulip’s topics make it easy to pick up a conversation thread hours (or days!)
+later. With other chat tools, being unavailable when a discussion is happening
+often means your perspective will never be heard. Zulip enables asynchronous
+participation — feedback from team members who were in a meeting or work
+from another time zone is seamlessly incorporated into the discussion.
+
+- **Create focus time.**
+Zulip removes the stress of needing to respond to chat messages right away.
+Rather than task-switching each time a new message comes in, you can focus on
+your work for a few hours, and then follow up asynchronously on conversations
+you’d like to participate in. Knowledge workers will be happier and more
+productive when only truly urgent messages interrupt their flow.
+
+- **Integrate feedback from leaders.**
+Since Zulip works great for asynchronous follow-ups, leaders with busy schedules
+can weigh in easily and effectively when they are available. There is no need
+for a barrage of @-mentions to get leaders’ attention, and the full context for
+the decision is right there in the conversation thread for everyone's quick
+reference.
+
+> Using Zulip significantly increases the size of the team for which a manager
+> can meaningfully know what’s going on.
+>
+> — Gaute Lund, co-founder of iDrift AS company ([case
+> study](/case-studies/idrift/))
+
+<br />
+
+## Zulip helps you make better decisions, faster.
+
+With an integrated communication hub that works great for everything from quick
+check-ins to collaborating on the most challenging problems, you can make
+decisions without the inefficiency of time-consuming group meetings, chaotic
+chat channels, or clunky back-and-forth over email.
+
+> Zulip’s topic-based threading helps us manage discussions with clarity,
+> ensuring the right people can pay attention to the right messages. This
+> makes our large-group discussion far more manageable than what we’ve
+> experienced with Skype and Slack.
+>
+> — Grahame Grieve, founder of [FHIR](https://www.hl7.org/fhir/overview.html)
+> health care standards body
+
+- **Have substantive conversations over chat.**
+With Zulip, there’s no longer a reason to email your teammates — you get the
+organization of an email inbox together with all the features of a modern chat
+app, like instant delivery of messages, emoji reactions, typing notifications,
+@-mentions, and more.
+
+- **Reduce reliance on meetings.**
+Using Zulip, you can discuss complex topics and make decisions with input from
+all stakeholders, without the overhead of scheduling meeting. Your team's
+time and energy will be spent focusing on their work, not dialing into calls.
+
+- **Understand past decisions.**
+With conversations organized by topic, you can review prior discussions to
+understand past work, explanations, and decisions — your chat history becomes a
+knowledge base. If a conversation shifts to a new topic, it’s easy to reorganize
+by moving messages to a different [topic](/help/move-content-to-another-topic)
+or [channel](/help/move-content-to-another-channel). There is no more rifling
+through unrelated chatter to find the context you need.  You can even [link to a
+Zulip
+conversation](/help/link-to-a-message-or-conversation#link-to-zulip-from-anywhere)
+from emails, docs, issue trackers, code comments, or anywhere else.
+
+> Switching to Zulip has turned out to be one of the best
+> decisions we’ve made.
+>
+> — Nick Bergson-Shilcock, [Recurse Center](https://www.recurse.com/) co-founder
+> and CEO ([case study](/case-studies/recurse-center/))