How Notion Turned Templates Into a Growth Engine

Lucas: So there's this funny thing about Notion. It started as a note-taking app - basically a digital notebook with some database features. And for years, that's how people talked about it. A note-taking app. Luna: Right, and that category is crowded. Evernote, OneNote, Bear, Roam - it's a long list. Lucas: Exactly. But Notion did something that changed its trajectory. Instead of competing on features, they turned their users into a distribution channel. And they did it with something that sounds almost too simple: templates. Luna: Yeah, the template gallery. I feel like every Notion user I know has either made a template or used one. It's become this weirdly addictive loop. Lucas: It is. And it's worth unpacking because it's not just a feature - it's a product marketing strategy. Notion didn't build a marketing team that went out and acquired users. They built a platform where users market to each other, for free, at scale. Luna: I've actually been meaning to ask - before we go deep, quick honest thing. A handful of listeners chip in monthly on buy me a coffee dot com slash fexingo, and that's literally what funds making this many episodes. Just wanted to say that matters. Lucas: Yeah, it's the reason we can keep this ad-free and dig into stuff like Notion's actual playbook. So thank you if you're one of those people. Back to templates - how did Notion actually get this started? Luna: Because it wasn't always this polished gallery you see now. I remember early Notion - templates existed, but they were mostly internal. Lucas: Right. The origin story is pretty deliberate. Notion launched in 2016, but it took off around 2019 when they opened up their template gallery to the community. Any user could submit a template, and if it was approved, it would appear in the gallery. That's the seed. Luna: So they basically outsourced their content marketing to users. Lucas: Exactly. And it worked because the templates solved a real problem. Notion is incredibly flexible, but that flexibility is also its biggest weakness - a blank page is intimidating. A template gives you a starting point. A project tracker, a habit tracker, a company wiki. Suddenly the barrier to entry drops. Luna: And once someone uses a template, they start customizing it, and then they have a reason to stay. It's almost like the template becomes the hook. Lucas: Right. And the creator side is just as important. If you build a great template, you get visibility. Notion highlights top creators, features their templates, and - this is key - they don't pay for it. The incentive is reputation and reach. Some creators have built entire careers around Notion templates. Luna: There are people who sell premium template packs on Gumroad or their own sites. So it's not just free - there's a whole economy. Lucas: And Notion benefits without spending a dollar on content creation. Every template is essentially a marketing asset. When someone searches for 'project management template' and finds a Notion template, that's organic acquisition. The template itself is the ad. Luna: It's such a clean loop. User creates template → template attracts new users → new users become creators → more templates. It's a classic network effect, but applied to product marketing. Lucas: And Notion optimized for it. The template gallery is front and center in the app. When you start a new page, the first thing you see is 'Get templates'. They make sharing a template trivially easy - one click to duplicate, one click to share a link. They removed friction from every step. Luna: I think the smartest part is that the templates themselves showcase the product's capabilities. A template isn't just a document - it's a demonstration of what Notion can do. The database views, the linked tables, the formulas. It's product education through use. Lucas: Absolutely. Compare that to a traditional SaaS product that relies on a demo video or a sales deck. Notion's 'demo' is a template you can actually use. You learn by doing, which is way more effective. Luna: Do you have a sense of the scale? How many templates are in the gallery now? Lucas: I don't have an exact number, but it's in the thousands. And the category diversity is massive - personal productivity, business operations, education, design, engineering. There are templates for sprint planning, for meal planning, for wedding planning. It's become a library of use cases. Luna: That breadth is part of the strategy too, right? Because every template targets a different audience. A 'startup pitch deck' template brings in founders. A 'class notes' template brings in students. Lucas: Exactly. Notion doesn't have to pick one vertical. The community does the segmentation for them. And because templates are niche-specific, the conversion is high. If you're a teacher and you find a classroom management template, you're very likely to adopt Notion. Luna: But let's talk about the risks. I remember there was a period where the template gallery was kind of messy - low-quality templates, duplication, spam. Lucas: That's real. Any user-generated content system faces that. Notion's response was to add curation. They introduced a review process for featured templates, and they also added a 'templates by Notion' section for official ones. They also made it easier to report and filter. Luna: So they didn't kill the community aspect, they just added guardrails. Lucas: Right. And they also started highlighting 'template creators' - profiles where you can see all templates from a single person. That gave creators an incentive to maintain quality because their reputation is on the line. Luna: It's like they built a mini marketplace. Which brings up an interesting question - could this model work for other products? Lucas: I think so, but it depends on the product. The key ingredient is flexibility. Notion works because it's a blank canvas. A rigid product - say, a simple to-do list app - doesn't have enough variation to generate meaningful templates. You need a product that can be configured in many ways. Luna: What about something like Figma? They have community files, which are kind of like templates. Lucas: Exactly. Figma's community is a similar play - user-generated design files that showcase the tool's capabilities. And Canva, too, with their template library. But there's a difference: Canva's templates are often created by Canva itself or by paid designers. Notion's are almost entirely user-generated and unpaid. Luna: That makes Notion's model more scalable on cost, but less controllable on quality. Lucas: Right. And it's also harder to replicate if your product doesn't have that community energy from day one. Notion had a passionate early adopter base that was willing to create for free. That's rare. Luna: So what's the lesson for a product marketer who wants to try something similar? Lucas: I'd say start by identifying the 'template-like' unit in your product. What is the reusable, shareable artifact that users can create? For Notion, it's a page. For Figma, it's a design file. For Airtable, it's a base. Then make that artifact easy to share and duplicate. And then - this is the hard part - create a feedback loop where creators get visibility. Luna: And don't try to pay for it. The moment you start paying, it becomes a transaction, not a community. Lucas: That's a really good point. Notion's model works because the incentive is non-monetary. Recognition, reach, and the intrinsic satisfaction of helping others. Once you introduce money, you change the dynamic. People start optimizing for payout, not quality. Luna: But isn't there a limit to how much free content you can get? At some point, creators might want compensation. Lucas: Sure, and Notion has started to address that. They launched a 'template marketplace' in some regions where creators can charge for premium templates. Notion takes a cut. So they're experimenting with a hybrid model. But the core gallery remains free, and that's where the growth engine lives. Luna: It's a smart evolution. Keep the flywheel spinning with free templates, then monetize the premium layer. Lucas: Exactly. And the premium marketplace also serves as a retention tool for creators. If you're making money from Notion templates, you're going to keep creating, which means more templates for users, which means more growth. Luna: I want to zoom out for a second. How important do you think templates were to Notion's overall growth? Like, could they have gotten to where they are without it? Lucas: I don't think so. Notion raised a $10 billion valuation in 2021, and at that point they had something like 20 million users. A huge chunk of that growth came from word of mouth, and templates were the vehicle for that word of mouth. Every template shared on Twitter or Reddit was an acquisition channel. Luna: And it's measurable too. You can track how many people clicked a template link and signed up. That's a direct ROI on a zero-cost asset. Lucas: Right. Compare that to paid ads. Notion does run ads, but their CPA must be way higher than the template referral. And the template user is probably more engaged because they came with a specific need. Luna: So it's not just cheaper - it's better quality acquisition. Lucas: Exactly. And the templates also reduce churn. If you've built your entire workflow around a Notion template, switching costs are high. You're not just leaving an app - you're leaving your system. Luna: That's the moat. The templates create lock-in through customization. Lucas: Right. So the template strategy isn't just a growth hack. It's a retention and monetization strategy all in one. And it's remarkably hard to copy because it requires a product that's both flexible and simple enough that users want to create. Luna: I think the biggest takeaway for me is that product marketing doesn't always have to be about messaging or campaigns. Sometimes the best marketing is building a feature that lets your users do the marketing for you. Lucas: That's really the core of product-led growth. And Notion's template gallery is one of the cleanest examples I've seen. It's not a feature - it's a distribution channel disguised as a feature. Luna: I'm curious - are there any other products you think are on the verge of doing something similar? Lucas: I think any product with a visual or structural output could try. Miro with their template library, for instance. Or even something like Loom - imagine a library of 'best practice' video templates. The key is making the template itself valuable enough to share. Luna: And the sharing has to be frictionless. One click to share, one click to use. Lucas: Exactly. Notion made it so easy that sharing a template is almost automatic. And that's the level of polish you need for this to become a loop. Luna: Well, I know I'm going to be looking at my product's template potential differently after this. Lucas: Same here. And if you're listening and you've built a template for your team or your community, we'd love to hear about it. Maybe that's a future episode. Luna: Alright, that's all for today. Thanks for hanging out.