A little perspective on the urgency at Evernote in Evernote General Discussions Posted December 14, 2020 2 hours ago, tavor said: I don't think even Microsoft was clear on this in their own minds! I think it took Evernote to come along and really define what a note taking app is, the rationale for using one, etc. And then Microsoft was like - "hey, we already have something that does this". But even then, I don't think they appreciated the potential - or maybe they decided it would just be a minor player compared to their heavy hitters and deployed marketing resources accordingly. They have the luxury of slow playing this because even if OneNote dies tomorrow, it doesn't affect their bottom line. And their user numbers don't really suffer from lack of big marketing push because everyone on Office 365 has it, and students get it for free, etc. They are in the enviable position of just trying to hit singles, knowing there will always be more turns at bat, while most of the competitors are swinging for the fences because they live or die based on this one product. We see somewhat similar behavior by Google. Keep has been around a very long time, in note taking app years, and they've really slow played that product. But they can step on the accelerator anytime they want. And if they neglect it, they still have the option of focusing on it next year or the year after that . . . MS' problem is that it's a very squarely business oriented company, which has no idea how to market to consumers, doesn't really care for the consumer market, and is losing because of this big time, over and over again. Just look at them having a full featured, modern mobile OS years before Google and Apple, yet doing nothing about it for years until it was too late.