At the first day of the INMA European Media Conference in Budapest, Hungary, Csaba Faix, communications manager of Prezi.com, spoke about what allows the company to take on even the biggest of competitors: its culture and communication.

Prezi is an interactive, cloud-based presentation platform that allows presenters to connect with their users. For the company, the discussion is always based around interesting versus important. Important does not always mean it will be interesting enough for users.

Prezi started in 2009. It had to capture the moment just right to be interesting enough. The first wave of momentum was a pitching contest organised by The Next Web. The company ended up placing second.

What really helped Prezi, however, was an article on TechCrunch, titled “Prezi is the coolest online presentation tool I’ve ever seen.” The company used it wisely, as having one hit is often not enough (Faix gave the social media platform Ello as an example; it had a lot of buzz, but now no one remembers what it is).

Prezi has 250 employees, 60 million users, and 71 million investments.

Apart from communication, Prezi managed to find another factor that helped it stay on top. It started to build a ring of global experts, and they became Prezi’s advocates. A special “Prezi ambassador” project was started. In return for spreading the word about Prezi, users received a lot of training for free. Prezi has become so popular that even Bono from U2 gave a TED speech using this solution.

The company began to go after content, giving content to people who might find it useful. For example, an article prepared as a Prezi presentation about the 10 most common rookie mistakes in public speaking had more than 470,000 views.

Leadership at Prezi is listening to what people are saying about the company, Faix says. Like infographics, Prezi excels at putting things into context, explaining complex information that is presented by the media.

Every time someone uses Prezi, it helps it spread the word about the company. The medium is the message, Faix says.