I got some exclusive behind-the-scenes time with Evernote's Phil Libin as he prepared to transform his company from the poster child for "freemium" into a full-fledged lifestyle brand. My favorite moment from our talk, when I asked him whether the company would be accused of losing focus:
"There's always this trade-off perceptually in the public space between focus and stagnation," he says. "And which of those two things you wind up being accused of depends on how successful the products are. If you make different products and they're great, people are like, 'That's genius! Clearly, the right thing to do.' And if you focus on one product and it fails, people are like, 'That company is no longer capable of innovating.'"