Cleve Gibbon

content management, content modelling, digital ecosystems, technology evangelist.

Please Keep It Simple

It’s hard to keep things simple. However, simple things get things done.

I was a long term user of Evernote. I used it for one thing; to take notes. On my desktop. Through the web. When traveling with my phone. Seamlessly syncing between my all devices. Simple note-taking was bliss.

But Evernote grew beyond my comfort zone. It added new features. Tagging. Presentations. Chat. Imports. Attachments. Exports. Reminders. Smart editing. Weblinks. All important things that helped organize, scale and make note-taking better.

But here’s the thing. Collectively, they didn’t keep note taking simple. Evernote pushed up against OneNote and Word. It made me stop and think, why Evernote? I could the same thing with Word and Dropbox. Overnight I just stopped using Evernote and fell back to notes on Apple. Why? Because I didn’t want reminders, or slideshows, and advanced editing. Simple note taking is still bliss.

So therein lies the dilemma with (productivity) tools that extend in perceived areas of growth. As soon as remove choice by going all-in, you risk customers going all-out! Personal productivity is predicated on keeping choice firmly within the hands of the consumer.

Just to be clear, I’m not saying Evernote is a bad tool – far from it – but it doesn’t serve the same simple purpose I bought into nearly ten years ago; simple note-taking.

Category: gtd, productivity

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About Cleve Gibbon



I'm Cleve Gibbon, CTO at Wunderman Thompson North America where we are passionate about customer experience platforms.

My sort of up-to-date cv tells you my past, linked in shows you my professional network and on twitter you can find out what I'm currently doing.