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So, why did they lose sight of the simplicity and ubiquity that made Evernote so successful? In 20, the company launched Work Chat (a messaging client) and Evernote Spaces (a team-based collaboration tool), both of which proved to be too little, too late for enterprise customers.In 2013, Evernote expanded into the hard goods market, selling company-branded notebooks, styluses, backpacks, and other office and educational supplies-sales were decent in the short term, but the move ultimately damaged the brand’s reputation.In 2011, the company began launching a series of products-including Evernote Peek (a personal trivia app that basically turned notes into flashcards on iPad), Evernote Food (an app that allowed users to log meals and other information, like where and who they ate with), and Evernote Hello (a glorified contact management system)-that failed to catch fire.Many people have already written in-depth about what made Evernote successful in the first place and where they lost touch (Nira co-founder Hiten Shah wrote a great article about it that you can read here). But along the way, Evernote seems to have focused less on delighting them.

For these people, record-keeping was central to their careers. Plain and simple.Īs we all began using smartphones, having all your notes easily searchable in the palm of your hand was a major benefit and created way less friction than carrying around a traditional pen and paper.Įvernote’s simplicity and ubiquity across devices were their key value propositions, attracting tons of productivity enthusiasts and business professionals. But I’m not sure that vision is ultimately what made them gain traction with millions of users.įrom my point of view, they benefited from being one of the first widely adopted productivity apps on mobile, giving users access to their notes from anywhere. ‍ On Wednesday, Milan-based app developer Bending Spoons acquired the beleaguered note-taking and task-management app for an undisclosed sum.Įvernote’s original vision was to “overcome the limitations of human memory” by giving users a second brain. Evernote has taken its final step after spending more than a decade redefining the productivity app landscape.