From taking notes to building a second brain

I can’t stop thinking in this quote about the market for note-taking apps.

A market of more than 1 billion for note-taking apps is huge. Why? I mean, they are just note-taking apps, right?

According to Verified Market Research, the Global Note-Taking Management Software Market was valued at USD 897.7 Million in 2018 and is projected to reach USD 1.35 Billion by 2026, growing at a CAGR of 5.32% from 2019 to 2026.”
— via
$1.35 Billion note-taking Management Software Market Size & Forecast

I have already examined one of the reasons for this phenomenon: the importance of offering an app of apps, an app that does everything, or at least, an app that is the portal to our everyday digital life. …

When the map is useless and the GPS doesn't work

The easy part

There is a lot of literature about decision making, from the individual to the organization, from the rational and logic, even mathematical, to the emotional and irrational.

To buy a house or move to another city, there are plenty of books and websites with advice and tips, even apps to calculate the pros and cons or map possible outcomes in decision trees.

But today, the decisions we make imply an element in the formula that, although we should always take into consideration, we are just learning to make it part of our lives.


In every decision we make, there is always uncertainty. There are grades of uncertainty in decisions like which route to drive to the beach, but they have a low grade of uncertainty and very very low risk. So now that you can set the GPS navigation device and forget about it. …

And one billion dollars reason to care about.

An elder woman looking at her smartphone
An elder woman looking at her smartphone
Photo by Joseph Chan on Unsplash

My mom is a highly-organized person.

She has been the one who handles payments, banks, agenda, charges… and she has done that very well from what I can remember. We were a family of six—my parents and four children—and having myself only two daughters, I can really appreciate the level of organization you need to accomplish the daily tasks.

And, of course, she didn’t have a smartphone or apps to handle a family when I was a child, as my wife and I have.

My wife and I share a shopping list in Google Keep, we remind ourselves of pending tasks or payments by WhatsApp, we check the history of transactions in each of our bank apps, we forward to ourselves emails with information from school, work, friends or bills to pay. We have a physical inbox next to the entrance of our apartment where we have the bills that still arrive by paper mail. …


Adolfo Ramírez Corona

Author, psychotherapist, coach—Human behavior, UX, media and audiences—Father, husband, meditator—New book: We Are Not Shakespeare in Quarantine

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