Evernote Business has only been around since last summer, but it's already having an impact on how teams far and wide keep track of what's on the collective mind. The division's vice president John McGeachie sat down with us for a bit at The Next Web Conference this week in Amsterdam, giving us an inside look at how the company has evolved, what it has learned and where it hopes to go. Specifically for Evernote Business, McGeachie affirmed that there's a greater need for educating users as compared to individuals just testing the waters on its free service. "It sort of takes a while for people to figure out how to best fit Evernote into their workflow," he said, "but once that starts happening, people see that it adds an amazing amount of value to all of these different areas." He added: "That's basically how our whole marketing strategy works. We're really just listening to how people use Evernote, and then put that back out there [as use case scenarios]."
In that sense, Evernote's quite unusual. Many startups have to maintain a focused product just to convince a new audience to try something foreign. Evernote, on the other hand, is deliberately open-ended, and it's the company itself that's now learning how to evolve based on direct feedback. "Our best source of new users that stay and really use the product is from understanding how someone they know or someone they can identify with uses it," said McGeachie. He did, however, acknowledge that the huge amount of flexibility does mean that the learning curve is steeper. "We see a lot of people download the app and use it once, and they aren't sure what to do next, so they go away. But a lot of them come back and reengage because they read something or run into someone they know who uses it, and it clicks."