Bending-Spoons
Um ano sem Evernote. Valeu a pena migrar?
Migrar do Evernote para o Obsidian não foi uma decisão simples. Além de todo o conteúdo que acumulei por anos, havia uma ligação sentimental com o aplicativo e as conexões pessoais que fiz com outros Experts e a equipe da empresa.
Com relação à aquisição, pessoalmente eu preferia o caminho que eles seguiam antes. Porém, olhando racionalmente para o estado do mercado de aplicativos semelhantes, o tamanho e a estrutura da empresa não faziam mais sentido, quando comparados à concorrência. Em outras palavras, sem a Bending Spoons, o Evernote teria provavelmente desaparecido.
Isso não significa que concordo com o caminho seguido atualmente. Por exemplo, a inclusão de IA em toda parte no aplicativo é algo que não me agrada de forma alguma. Também não gosto de como as notas do Evernote estão cada vez mais isoladas em termos de formato.
Arriscaria dizer que praticamente todos os concorrentes ou usam Markdown, ou permitem importação e exportação neste formato. Não sou desenvolvedor, mas quando olho para as mudanças pós-aquisição, a impressão que tenho é que adorar o Markdown como formato para as notas vem se tornado cada vez mais difícil.
O pioneirismo tem também seu lado negativo. A empresa teve que inventar e decidir muitas coisas pela primeira vez ao longo dos anos. E depois que desbravaram todas essas trilhas, ficou muito mais fácil para os concorrentes que começaram a surgir. Decisões do que incluir em termos de funcionalidade em um novo app não tiveram o peso de potencialmente desagradar parte de uma enorme base de usuários como a do Evernote.
Percebo isso claramente no Obsidian. O aplicativo tem uma série de semelhanças com o Evernote, mas as coisas são feitas de outra forma. Fica muito evidente que olharam para funcionalidades do Evernote com olhos críticos e ajustaram detalhes aqui e ali.
Algo que gosto muito no Obsidian são os plugins, que, pelo que pude perceber em uma recente entrevista que ouvi com o CEO, não estavam originalmente nos planos. Ao menos foi o que entendi. Planejados ou não, eles são uma revolução na forma de adicionar funcionalidades a um app de notas.
Há tantas coisas que tentei por anos fazer no Evernote e que agora faço quase sem esforço usando um plugin. Por exemplo, o sincronismo de anotações e grifos que faço nos meus livros acontece sem complicação alguma. Sem mencionar tudo que foi desaparecendo no Evernote, como o mapa de notas que hoje tenho de volta graças ao Map View.
Um outro exemplo são os textos que escrevo para o blog. Todos eles nascem como notas do Obsidian — inclusive este que você lê agora — e são publicados no blog com a ajuda de um plugin criado pelo Otávio Cordeiro. Quem me acompanha desde a época do iTech Hoje, vai lembrar deste nome.
Considero importantíssimo, ter minhas ideias e artigos já publicados guardados sem esforço no Obsidian. Mais uma vez, é algo que tentei fazer inúmeras vezes com o Evernote e sempre foi complicado ou inviável.
E não há como falar desta migração sem mencionar minha própria mudança. Gradativamente, passei a ver a tecnologia de uma forma muito diferente do que eu via quando comecei a usar o Evernote. Por exemplo, nem cogito o uso de algum novo aplicativo, seja de notas ou qualquer outra coisa, que não me permita ter controle total sobre o conteúdo que guardo nele. Isso se tornou algo tão forte em mim, que venho fazendo um trabalho de migração de antigos aplicativos que usava.
E um subproduto de ter o conteúdo armazenado localmente é a segurança e acesso, mesmo sem conexão. É algo que vários clientes meus vêm percebendo. Ter os dados da empresa e dos clientes deles localmente e integrados a uma ferramenta como o Obsidian, que preza pela privacidade, traz muita tranquilidade para vários gestores. Tenho sido frequentemente procurado para auxiliar na reconstrução de estruturas de dados corporativos usando o armazenamento local como principal.
Enfim, tenho muita saudade dos contatos quase que diários com os amigos que fiz na minha “jornada Evernote”, mas não há a menor hipótese de voltar a usar o aplicativo como ele existe hoje. O Obsidian me atende de uma forma exponencialmente melhor, mas, de forma alguma, significa que seja a ferramenta ideal para você. Pode ser que sim, pode ser que não. No meu caso, não tem volta.
Foi uma decisão difícil, e diria, quase sem querer, mas eu não poderia estar mais contente com este novo lar para minhas memórias, ideias, e muito mais.
Bending Spoons was the best thing to ever happen to Evernote
The more I learn about how Evernote was operating before Bending Spoons bought it, the more I love how well it’s been taken care of now.
Although I began using Evernote in 2008, it was only in 2012, when I joined the Ambassadors Program, that I found myself gaining access to some inside information. But just like what happens today as an Evernote Expert, there was never full access to all the details, strategies, or plans for the future. For those, I’ve always done my homework, consuming every bit of public information and connecting the dots myself.
Things got slightly more complicated when they were acquired by a company I had never heard of before. That meant starting from scratch to learn all about Bending Spoons.
Like in the past, I found myself reading, watching, and listening to everything I could find related to that unknown company. And I mean anything. Even if it is about products unrelated to Evernote, like the recently acquired StreamYard.
As a non-developer, I don’t follow the Pragmatic Engineer Podcast because I wouldn’t be able to understand the majority of the conversations. But when I noticed a trio of executives from Bending Spoons in the same episode, I had to watch it and do whatever it took to understand what they were talking about.
Fortunately, the episode was not as challenging to follow as I was expecting. Everything that Luca Ferrari (cofounder and CEO) and Federico Simionato (Evernote product lead) said, I understood. But the many technical details explained by Francesco Mancone (CTO) meant pausing the podcast every few seconds to go learn about new terminology.
I had to watch it a few times because of his technical explanations. The first time was on a plane when I was going on vacation. Without the internet, there was no way to research anything online, but the one-hour-long episode gave me a good sense of how dense the material was. Back at my office, I could delve into it and “translate” all the technical jargon. The video below has my take on it, but that’s not the only thing I talked about.
I like to understand the reasons behind anything I’m learning, so it was incredibly helpful to listen to the cofounder go over the history of Bending Spoons. Not only that, but as I explained in the video above, the company operates in an unusual but fascinating way.
And there’s more. Being a fan of a lot of the Agile principles, I couldn’t help but notice some of them in Luca’s words. It would be wonderful to have him on my YouTube channel some day for a conversation about Bending Spoons.
Although I’m frequently in touch with Federico, there’s always something here and there that I’m learning from his appearances on podcasts. This time, it was the standalone app that will be released to showcase how great Evernote’s transcription feature is.
I have extensive knowledge about Evernote’s history, but it’s quite uncommon to get access to inside information. This is where listening to Francesco was instrumental in bridging certain gaps. When I contrasted the information he shared to all the moments I’m familiar with, I could realize the impressive amount of work the team is doing.
He was the one who helped me understand how much work is in progress to bring Evernote’s technical capabilities to the level of modern apps. And I’m not talking about new features; it’s about rebuilding almost everything under the hood. In other words, things that people don’t see, but that are instrumental to a seamless experience.
Now that I have a more in-depth understanding of how Bending Spoons operates and what is actually happening to my beloved app, I’m more confident than ever that Evernote is in great hands.
Bending Spoons has a vision for Evernote
As a longtime Evernote user and frequent collaborator with the team, I’ve always felt a deep connection to the app. But a recent Vergecast episode with David Pierce and Federico Simionato made me see things from a different perspective.
However, before that, “The Great Evernote Reboot” episode title evoked a wave of nostalgia. It made me remember all the years I went to the Evernote Conferences and when the company and its products were on the news all the time. Ironically, that nostalgia made me freeze for a moment and skip that episode. I wanted to listen to it with attention and give it the deserved respect and treatment. In honesty, it felt like a special moment.
The features discussed didn’t surprise me, though. For example, I just published a video about the sidebar customization. But Pierce’s approach was like turning things around just enough to give me a new perspective on Evernote’s direction after the Bending Spoons acquisition.
The goal is not to give users all the features they’ve been asking for quite some time. That’s great, but the main goal seams to be re-examining many things, from what Evernote is about for its users to the company’s revenue model. It is about focus and making the company sustainable for years to come. In a way, it feels like a reboot of the “100-year start-up” mantra, and I love it.
But listening to this episode also taught me a valuable lesson: sometimes, all it takes is a well-crafted question to gain a fresh perspective, even on something as familiar as Evernote.
Evernote Templates are broken and driving me crazy. But there's a solution!
I believe that the Bending Spoons deal was the best thing that ever happened to Evernote, but some new features may be adding even more confusion to old problems. For example, I would love Federico’s team to tackle the huge mess Templates is already making before it turns into an uncontrollable snowball.
Customizing Evernote is a must-have option because everyone uses it differently.
Every so often, I get the impression that Bending Spoons is following some of the same problematic routes that have already been attempted before them.
I love how fast the new mobile experience is, and I’m sure people who create notes mostly on their phones are happier than ever. But what I’m feeling is discomfort. It’s now 5 days since I started using the new Evernote home for mobile, and I’m yet to use the main screen as intended.
Stacey Harmon said it best: “I have to think about it a lot more than I used to”.
(…) I’m really struggling to embrace the new Home. It is not clicking for me. (…) I’m missing the customized create button. The options there don’t reflect my preferred capture ways. (source)
I also am just struggling to navigate the app and get to what I want. I’m not finding it intuitive… I have to think about it a lot more than I used to. (source)
If we go all the way back to 2014, when Evernote 7 adopted a modern interface to replace the previews skeuomorphic design mimicking a Rolodex, some complaints were about the lack of customization. Which the company ended up addressing.
When Evernote 8 for iOS came out, customization was gone again. And, as inevitable as gravity is, I remember people asking for many settings. One of the more prominent among my community was a way to turn off the recently used notebooks from the top of the notebooks list. Which, by the way, I didn’t felt the need to remove. In fact, I liked it. And that’s precisely my point.
Customizing Evernote is a must-have option because everyone uses it differently. So much so that Evernote 10 brought back many ways to personalize the app. Unfortunately, that’s now gone again.
But credit has to be given when it’s due. Bending Spoons was able to put together a user interface that has the best elements from many older iterations.
The creation buttons that were used on the first versions of the app are back. Then there’s the dock from Evernote 8, which makes it a breeze to switch from one view to another. And there is even a widget borrowed from the original version 10. To top it all off, this might be the fastest Evernote app ever released.
There’s just one missing piece: customization. And that’s something they could’ve learned from history. Evernote users need options simply because each one of us has a different vision of what makes the perfect Evernote experience.
And talking about history, in the second part of the video below, you can see a glimpse of how I try to keep Evernote’s history intact. Ironically, I do that using Obsidian.
Will 2024 be my first year without Evernote?
I think it’s fair to say that everyone was a bit astonished when the news broke on the third day of 2023. Bending Spoons, a company barely anyone knew about, had acquired Evernote.
For the past 15 years, I have never considered leaving Evernote. To be more precise, the thought never crossed my mind. Now it looks like 2024 will mean more to me than just a new year. Maybe it will be a year without Evernote. But it’s rare for something so big to happen suddenly. We have to go back to the beginning of 2022 to understand what’s going on.
I was already experimenting with Obsidian for my video production workflow when some of my clients asked me to help them build their workflows on Obsidian. That ended up starting a feedback loop of fresh ideas and more experimenting and teaching. Long story short, by the end of 2022, this learning and teaching system was at full speed. Then, boom! The acquisition news in January 2023. And, let’s not forget the chaos Twitter was in because of its own acquisition. What if Evernote experienced the same fate?
There you have it. It was a perfect storm forming before my very eyes.
What I’m trying to say is that it’s rare for only one event to cause a big change. It is usually the culmination of many small things happening simultaneously that creates the perfect conditions.
Most of my notes—about 80% of them—are still in Evernote. But if I’m quoting Pareto, the 20% of notes I’m using 80% of the time are already in Obsidian. And this makes all the difference. When I need to find something, chances are that Obsidian will have it. Which ended up helping me create the habit of opening Obsidian first. Oops!
Another important aspect of Obsidian is the fact that the mobile clients are fully functional. During short trips or vacations, I do not bring a computer with me, and I can still use Obsidian on my iPad as if I were at my office computer.
It’s not all roses, though
I was an early adopter of Postash.io back in 2014, and I loved the fact that I could convert any of my Evernote notes to pages of a website or blog posts. Sadly, the service never worked properly, and I ended up going back to a conventional website hosting service. Obsidian Publish seemed like the perfect opportunity to try that again, but although it is a very reliable service, it came with its own set of problems. As you already know, I went back to a traditional website hosting service. But this is a story for another day.
For the moment, I will leave you with this. It’s more likely than not that 2024 will be the year I switch from Evernote to Obsidian.
Happy New Year!
What went wrong with Evernote? How did we get here?
I expect negative comments on every video or article I publish about Evernote now. Sadly, talking about it makes me feel anxious.
I don’t think Evernote is doomed, but there is a profound shift in perception going on. It used to be that going to the Evernote Conference was the most important moment I looked forward to every year. It was great to see my friends, clients, developers, and the Evernote team.
Furthermore, sharing news from the conference or anything else Evernote released throughout the year had such positive vibes. Now, it’s difficult to ignore all the negativity out there.
But the mood didn’t shift at once; it rarely does.
It all started many years ago
In July 2015, Phil Libin stepped down as CEO, and Chris O’Neill initiated a series of changes that made many of us, myself included, uneasy with the future of the company, or, in other words, our notes.
Evernote had a family of companion apps, and the new CEO gradually discontinued most of them, making many of us unhappy. But moving Evernote’s database to Google Cloud and the layoffs kicked off the first negative wave I’ve ever seen. At least, I do not recall anything similar during the Libin years.
I have to believe that from a financial standpoint, moving to Google servers was the best course of action. Even Apple used Google’s service in the early stages of iCloud. And I think they still do. However, the public’s perception was distorted by the way the media covered all the other CEO decisions.
For instance, I recall reading articles that referred to Evernote’s headquarters as a “ghost town.” I was furious about that; it made no sense. Back when Libin was CEO, or, in other words, before the layoffs, I visited the company and can attest that the building was not fully occupied. As far as memory serves, floors one and two were completely empty. Not even desks! The idea was to have enough room to grow in the future.
Nevertheless, I can relate to the anger and frustration people felt. The way the story was told made it hard to tell the difference between noise and reality, which leads me to the topic of communication. I’ve always found Evernote to be terrible at conveying decisions to its users. And the problem is still present. For instance, I believe that transferring operations to Europe was an excellent decision, but again, the public perception was different.
When you are hosting people’s memories, you don’t have the luxury of being as secretive as Apple or carless as a cable TV announcing the new version of its app. Every decision has to be over communicated.
I’m not sure why, but one thing that made me upset was the end of Evernote Market. Possibly because some of the products made it easier to organize things in real life, like we were used to doing in Evernote. Anyway, I was sad to see that go.
[!cite] Over the past few years, more than 800,000 Evernote Moleskine notebooks and 300,000 Jot Script styluses were sold worldwide. Through Market’s website alone, we sold nearly 20,000 ScanSnap Evernote Edition scanners.
Market gave us the opportunity to illustrate the true value of Evernote to folks who hadn’t yet considered a Premium subscription. In fact, nearly half of the folks who shopped the Evernote Market were paying us for the first time.
Ultimately though, Evernote is a software company.
Communication, communication, communication. I don’t have all the facts, and I believe all of us try to make the best decisions based on the information we have available at the moment. But the way the official blog post was written suggests that the Market was successful, “but we are ending it anyway.”
As for:
[!cite] Instead of selling and fulfilling orders ourselves, on February 3rd [2016], we will transition the Market to promote Evernote-integrated products made and sold by our partners at Adonit, Moleskine, and PFU. We plan to continue adding partners and integrations that strongly and elegantly complement Evernote to that list.
The transition lasted for a brief moment. It didn’t take long before everything stopped being sold. I have many items in my collection, but the Evernote Market was much bigger.
Recently, I learned in an interview with Libin that when he was the CEO, the Market was profitable, but its benefits went way beyond that. I messaged O’Neill on LinkedIn months ago, inviting him to an interview on my channel to talk about his time as CEO, but I never heard back.
The last thing I remember from O’Neill’s tenure as CEO was the fervor the company generated on social media to unveil a “fresh brand identity”. Once again, the issue of communication was affecting Evernote. There was a lot of criticism about spending time and money on a logo instead of addressing the problems with the app.
Regarding the old logo, did you know that the elephant trunk is hiding the letter e?
A frustrating web client
If you are a subscriber to my YouTube channel, you know that I try crazy experiments all the time. Well, back in 2018, I tried to run my entire consulting business on a Chromebook. The Chromebook paired with Google Workspace and Trello performed exceptionally well, but the Evernote web* client, which was limited at the time, ended up being a major drawback in my plan.
* It should be noted that the decision to oversimplify the web client was taken when Phil Libin was CEO.
My experiment and what was going on with Evernote (the company) at that time made me think about switching to a different app for the first time. My consulting business is about helping companies build mindful Kanban workflows using tools like Trello, so I thought Notion would be a perfect fit for my notes and Kanban workflows.
I moved some of them, played with Notion for a while, and made couple videos for my YouTube channel in Portuguese, but even though I love all the cool stuff Notion has to offer, the database vibe doesn’t appeal to me. If I were to switch to a different app, note-taking would have to be its main feature. Perhaps that is the reason why I am currently enjoying Obsidian.
Ahead of its time?
Sometimes I catch myself thinking about Evernote’s series of managerial missteps along the way, but analyzing events in hindsight is always unfair. Other times, I believe the problem was timing. It is possible that Evernote was too ahead of its time and didn’t find a way to use this advantage in its favor.
For instance, a couple of weeks ago, I decided to test the Obsidian Map View plugin, and I couldn’t stop wondering why Evernote removed the fantastic map feature the app had back in the day.
Most people don’t even know this, but when we create a note, the app always attempts to save the coordinates of where the note was created. Evernote map view would simply show all notes with coordinates on a map. That’s it. We didn’t have to deal with any configuration.
It was a great feature, as were many others that were discontinued. In contrast, the Obsidian Map View plugin is difficult to set up, but at least it exists for people like me who want to see their notes on a map. Why? Well, you should watch the video below to be amazed by how many interesting use cases people can come up with this feature.
Evernote even had AI back in 2014, but the “A” stood for augmented. Features like context and handwriting OCR were among the many innovations the company came up with. To learn more about the challenges and the ideas they had for the future, I encourage you to watch my interview with Phil Libin on this topic.
Even today, with so many of these marvels gone, it’s still hard to find an app that’s both easy for non-tech-savvy people to use and that also packs in so many useful features.
But when a company stops innovating, others will take over. Steve Jobs famously said that if Apple hadn’t taken the iPod’s market share with the iPhone, other companies probably would have.
Do you remember?
Did you know that back in 1999, in the days of dial-up and DSL Internet, there was a service called Yahoo Briefcase that would create a ‘Y’ drive in our computers and allow us to synchronize files to the cloud?
That’s correct; Yahoo had it many years before Dropbox. But I bet that young people believe that Google and other companies invented services pioneered by Yahoo. The book “Marissa Mayer and the Fight to Save Yahoo!” has some chapters about how Yahoo missed the chance to be even bigger than today’s version of Google. Instead, it ended up as a Verizon subsidiary with a financial channel on YouTube.
Palm’s path was much harder than Yahoo’s. They were inventing a new market, and if that wasn’t tough enough for the team to deal with, the company went through numerous ownership changes and never found its way to a stable future. It’s mind-boggling to me that an entire generation is unaware of the remarkable products this company invented.
If you believe that the idea of having a personal assistant in your pocket was created by Apple with the iPhone, here is a good book for you: “Piloting Palm: The Inside Story of Palm, Handspring, and the Birth of the Billion-Dollar Handheld Industry.”
The Apple II was the first computer I owned as a teenager, but my Palm PDA and Yahoo services were tools I used professionally for a long time, and I still miss some of Palm’s features. I wish these companies had continued to evolve, but, as I mentioned before, market forces cannot be controlled.
A bright future?
The year is 2018, and here we go again. Evernote has a new CEO, Ian Small. I’d say his main accomplishment was solving a problem that no one else had the courage to deal with before him.
Evernote had apps for Android, iOS, Mac, Web, and Windows, but I always referred to them as “versions” because they were so different from each other. The original management team had a reason for this approach, but in retrospect, it never worked well for us, the users. For instance, formatting a note using one of these “versions” would, more often than not, break it in another. However, I believe the worst consequence was that it slowed down innovation.
Evernote 10 was a necessary evil that created so many complications for the end user. It had to be done. It was a long-overdue project. Furthermore, it took longer than expected, and it was hit by COVID-19. And, again, more features were removed from the app.
Can you see a pattern here? From a user’s perspective, Evernote is constantly removing features and working to fix new bugs.
But for the first time, Evernote established an astonishing channel of communication with its users. The behind-the-scenes videos with the CEO, the blog posts, and many other projects created a new kind of collaboration between us and the company.
Small’s courage to rewrite all the clients was both bold and necessary. But it also means that from a technical standpoint, Evernote 10 was an entirely new app, and like every new piece of software, there may be several unknown bugs.
The good news is that 10 opened the doors to innovation. Evernote Home and its great widgets, such as the calendar and filtered notes, tasks, notes filters, and backlinks, came after 10 was introduced. Even the Real-Time Editing feature was being worked on by Ian’s team for many, many months before the Bending Spoons acquisition.
There are frequent complaints about bugs, but the way I see it, Evernote had no other options. They had to deal with the multiple apps that were incompatible with each other. It was either no more innovation or dealing with some bugs for a while.
However, my concern is somewhat distinct. I think Small’s decision to move development towards the “Accomplish Anything” vision was a great idea. The new features his team created brought our notes to the next level, and the way he spoke about Evernote was a clear indication that many more similar features would be coming. Unfortunately, I have no idea what Bending Spoons plans are for Evernote.
I am a fan of Small and his accomplishments, but what I hope to understand one day is why the company was sold. Was it his decision? The board’s? Was it an offer? What happened?
The Bending Spoons era
I have no doubt that Bending Spoons is working hard to fix all the problems they inherited, but they may be running out of time. The bugs, along with the layoffs, price increases, and other unpopular decisions, may be hurting Evernote credibility too quickly. To add more salt to the injury, the connection Small’s team built with the community by being so transparent is slowly disappearing.
I believe Bending Spoons has everything it takes to make it right, but only time will tell if they will be able to replace the iPod with the iPhone or end up like Palm, Yahoo, and so many other fascinating companies that are long gone.