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Strategic Planning Guides Growth and Organizational Change at Evernote and Groove Evernote is a California-based company of about 325 people that makes apps and other products to help people collect and manage the information they need in their jobs and daily lives. The company recently found that it had been putting so much time and energy into creating a wide array of new features for its products that it risked losing sight of its core purpose. While most customers were happy with the small percentage of Evernote products they chose, it seemed that no one used the same products or had the same experience across products. So, perhaps by falling prey to the tech industry's pressure to innovate and constantly release new products, Evernote was expending a lot of its resources supporting features that each had only a very small user base. The goal of new CEO lan Small is to better align Evernote's strategy with its core product by paring back some of its many other offerings and focusing on its foundations. 18 Another firm that hopes to refocus on its core strategy is using a different path to get there. Groove, a start-up that develops help desk and online customer support software for small businesses, has fewer than 50 employees, all of whom work remotely. As the company's subscribers grew, so did the number of service interruptions, as its platform could not process the large amounts of data that were flowing through it. In response, CEO Alex Turnball decided in 2016 to completely rebuild the platform from scratch. The company, however, kept missing deadlines on the redesign. It didn't have the structure to scale up, the right people weren't in the right roles, and the discipline to execute quickly wasn't there. The organization, it seemed, couldn't go from start-up to scale up. With this in mind, Turnball made some key changes in 2018. He modified the organizational structure of Groove so that the right expert was in the right position, developed new routines and processes for product development, and brought in consultants to guide them along the way. Groove's platform relaunched later that year to rave reviews from customers. 19 YOUR CALL Why do you think Evernote and Groove temporarily lost sight of their strategic goals? Do you agree with their CEOs' plans for refocusing their respective companies? Why or why not