[on developing the Evernote cloud database which stores subscribers' personal and corporate minutiae, and makes it available for later retrieval] Nike broke out and became the first worldwide mainstream brand for people who care about athleticism. We want the same thing, to be the worldwide signature for people who aspire to being smart..It's supercool to be in an industry that's on the very edge of apocalyptic change. You roll up your sleeves and say,'Someone will figure this out, and it might as well be us'.