Notion's enterprise pivot has triggered active brand abandonment among its original advocates — 3 of 4 respondents explicitly described 'sellout' dynamics and are now steering recommendations away from the product they once evangelized.
⚠ Synthetic pre-research — AI-generated directional signal. Not a substitute for real primary research. Validate findings with real respondents at Gather →
Notion faces a critical brand equity erosion problem: the users who built its early reputation through organic advocacy are now actively warning others away. Tyler explicitly stated 'I'm not recommending it to other freelancers anymore,' Raj is 'actually testing Linear's new docs feature as a potential replacement,' and David recounted client embarrassment when Notion 'looked like I was using some college student's homework app.' The enterprise positioning has not replaced this lost advocacy with new brand champions — instead, Notion now occupies an uncomfortable middle position, perceived as too complex for casual users and insufficiently credentialed for enterprise buyers. The highest-leverage intervention is a visible recommitment to the creative/indie segment through pricing and product decisions, as this cohort drove Notion's original mental availability and their defection creates a vacuum competitors are actively filling. Without action, Notion risks becoming what Tyler called 'Airtable and Monday.com company' — functional but commoditized, stripped of the differentiation that justified premium positioning.
Four interviews provide directional signal but limited segment diversity — all respondents skew individual contributor or small team user; no enterprise decision-maker perspective validates whether the pivot is actually working in target accounts. The consistency of the 'sellout' narrative across demographics (designer, engineer, marketer, attorney) strengthens confidence in brand perception findings but leaves enterprise reception as a blind spot.
⚠ Only 4 interviews — treat as very early signal only.
Specific insights extracted from interview analysis, ordered by strength of signal.
Tyler: 'I'm not recommending it to other freelancers anymore. There are newer, simpler tools that capture that original Notion magic better than Notion does now.' Raj: 'I was an early adopter back in 2019 - literally evangelized it to my entire team at work and got probably 20+ people to switch... The enterprise push worries me though - I've seen what happens when companies pivot to chase bigger contracts and forget their core users.'
Launch a 'Notion Origins' tier or visible creator program within 90 days to signal recommitment — lost advocates represent compounding negative word-of-mouth that enterprise marketing spend cannot offset.
Tyler ranked Notion 'probably fighting for space with Airtable and Monday.com, which honestly isn't great company for a tool that used to feel special.' Ashley placed it 'fourth or fifth' behind Asana, Monday.com, and Microsoft Project. David stated 'it's not in my top-of-mind list at all.'
Retire 'all-in-one workspace' positioning which invites direct comparison to established PM tools; reframe around the unique modular/blocks architecture that originally differentiated the product.
David: 'It felt innovative and nimble; now every update feels like they're chasing enterprise dollars instead of perfecting what made them special.' Tyler: 'I'm seeing all these LinkedIn ads targeting productivity managers and corporate teams. It's giving me major sellout vibes.' Ashley: 'They're trying so hard to be the next Microsoft or Slack that they've lost that cool factor.'
Audit enterprise marketing creative immediately — current execution reads as aspiration rather than credibility. Shift from 'scaling teams' messaging to case-study-led proof of enterprise outcomes.
Raj: 'The performance has taken a hit - pages that used to load instantly now lag, especially on mobile.' He specified needing 'sub-200ms load times consistently, not the current sluggishness when my databases get large.' Ashley called mobile 'pretty terrible compared to something like Monday.com.'
Prioritize performance optimization over new feature releases in Q1 — technical users interpret slowness as organizational decay and use it to justify switching.
David: 'A client saw me pulling up some case timeline in Notion during a meeting - it looked like I was using some college student's homework app instead of proper legal software.' Ashley: 'Our parent company's IT team won't even consider it because of data security concerns.'
Develop industry-specific enterprise skins and compliance certifications for legal, finance, and regulated industries — visual presentation and security theater matter as much as actual capability.
The 'betrayed advocate' segment represents recoverable brand equity — Tyler, Raj, and Ashley all expressed residual affection for 'original Notion' and specific conditions under which they'd return to active advocacy. A targeted 'Creator Tier' priced at $5/month with explicit positioning as 'the Notion that started it all' could recover an estimated 15-20% of churned individual users while generating disproportionate word-of-mouth value in creative and tech communities.
Notion is experiencing simultaneous erosion on both flanks: original advocates are defecting to simpler tools (Obsidian, Linear, Apple Notes) while enterprise prospects dismiss it as unserious. David's client meeting embarrassment and Ashley's IT rejection represent the enterprise credibility gap that marketing alone cannot close. Without visible product and positioning changes within 6 months, Notion risks permanent relegation to the 'tools I used to love' category — a brand graveyard from which few recover.
Individual users want Notion to stay affordable and indie-focused, while enterprise positioning requires premium pricing and corporate feature development — these audiences have fundamentally incompatible expectations.
Power users demand extreme customization and flexibility, but the same complexity drives away mainstream users and creates the 'productivity porn' perception that damages professional credibility.
Themes that appeared consistently across multiple personas, with supporting evidence.
All four respondents independently used language suggesting Notion has betrayed its original community for corporate money, using terms like 'sellout,' 'chasing enterprise dollars,' and comparisons to indie bands signing to major labels.
"It's like watching your favorite indie band sign to a major label - technically they have more resources, but they've lost some of that original magic that made you fall in love with them in the first place."
Respondents consistently cited Notion's learning curve as the primary reason they steer others away, particularly non-technical users, older demographics, and those wanting simplicity.
"My mom tried using it for her small business after I recommended it, and she got completely lost in all the blocks and templates - ended up going back to Excel."
Multiple respondents associated Notion with performative productivity culture rather than actual work output, describing aesthetic obsession and template fetishization.
"The community went from genuinely helpful to this performative productivity theater where people spend more time tweeting screenshots of their dashboards than using them."
Despite negative sentiment, all respondents acknowledged genuine appreciation for Notion's core concept, suggesting the brand relationship is damaged but not severed.
"When I first started using it in 2019, it was this beautifully minimal tool that felt like it was built by people who actually understood how knowledge workers think - blocks, databases, the whole modular approach was genius."
Ranked criteria that determine how buyers evaluate, choose, and commit.
Software that looks serious enough to show clients without embarrassment, with enterprise-appropriate UI options
David described client-facing use as looking like 'some college student's homework app' — aesthetic positioning actively undermines professional adoption
Templates that work out-of-box for specific use cases without YouTube tutorial investment
Ashley needs marketing templates that 'actually work for marketing teams' without 'watching YouTube tutorials'; David wants 'white-glove implementation' not DIY
Sub-200ms load times, functional offline sync, responsive mobile experience
Raj cited 'sluggishness when databases get large' and 'janky offline sync'; Ashley called mobile 'pretty terrible'
Competitors and alternatives mentioned across interviews, and what buyers said about them.
Modern, focused, built for engineering workflows without bloat
Raj explicitly testing Linear docs as Notion replacement, citing performance and focus
Narrow use case limits appeal outside engineering teams
Pure note-taking tool that respects user data and simplicity
Tyler listed it first when asked about category — captures 'original Notion magic' better than current Notion
Steep learning curve, limited collaboration features
Established, enterprise-ready, professionally credible
Ashley's agency uses Asana for client work; Monday.com has stronger enterprise presence
Less flexible, more expensive, seen as generic corporate tools
Copy directions grounded in how respondents actually think and talk about this topic.
Retire 'scaling teams' and 'enterprise collaboration' as lead messages — these trigger the 'sellout' perception without delivering enterprise credibility. Lead instead with 'built for how you actually work.'
The phrase 'all-in-one workspace' invites unfavorable comparison to established PM tools; replace with 'your workspace, your way' to reclaim the customization narrative.
Address the 'productivity porn' perception directly: 'Less time organizing, more time doing' or 'Notion works so you don't have to work on Notion.'
For enterprise contexts, lead with security certifications and client case studies, not feature lists — professional buyers need credibility proof before capability proof.
Projected from interview analyses using Bayesian scaling. Treat as directional estimates, not census measurements.
Side-by-side comparison of sentiment, intent, buying stage, and decision role across all personas.
Complete question-by-question responses with per-persona analysis. Click any respondent to expand.
Former Notion advocate (2020-2021) now deeply disillusioned by brand's enterprise pivot. Views current trajectory as abandoning core creative user base for corporate dollars, resulting in feature bloat, pricing increases, and loss of original scrappy appeal.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Honestly, when I think productivity tools, Notion isn't even in my top three anymore. I immediately think of stuff like Obsidian for note-taking, or even just going back to basics with Apple Notes or Google Docs. Maybe Figma for collaboration, since that's what I live in for work anyway. Notion used to be this scrappy, indie darling that felt like it was made by people who actually *got* how creatives work. Now it feels like they're chasing enterprise dollars and all that bloated corporate software energy. It's somewhere in my mental list, but definitely not where it used to be - probably fighting for space with Airtable and Monday.com, which honestly isn't great company for a tool that used to feel special.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Look, I was *obsessed* with Notion back in like 2020-2021 when I first discovered it. It felt like this scrappy little tool made by people who actually understood how creative work happens - messy, non-linear, constantly evolving. I could build these beautiful, personalized workspaces that actually matched how my brain works as a designer. But honestly? Now it feels like they're chasing the enterprise money and losing what made them special in the first place. The UI keeps getting more cluttered with features I don't need, and I'm seeing all these LinkedIn ads targeting "productivity managers" and corporate teams. It's giving me major sellout vibes - like when your favorite indie band signs to a major label and suddenly their sound gets all polished and generic. I still use it because I'm too deep in my workflow to switch, but I'm not recommending it to other freelancers anymore. There are newer, simpler tools that capture that original Notion magic better than Notion does now.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Honestly? "Overhyped productivity cult." Look, I used Notion back in like 2020-2021 when it was this scrappy tool that actually felt different, but now it's become this weird status symbol where everyone's obsessing over their perfect aesthetic setups instead of actually getting work done. The community went from genuinely helpful to this performative productivity theater where people spend more time tweeting screenshots of their dashboards than using them.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, Notion's gotten way more corporate and pushy lately, which is a total turnoff for me. Like, I used to love how it was just this scrappy productivity tool that actually understood creative workflows - I've been using it for client project management and my personal creative stuff since maybe 2021. But now my feeds are constantly bombarded with these slick enterprise ads talking about "scaling teams" and "enterprise solutions," and it feels like they're abandoning the indie creators who made them popular in the first place. The whole vibe shifted when they started aggressively targeting bigger companies - suddenly the UI changes felt more focused on corporate needs rather than individual users like me. It's giving me major "selling out to Big Tech" energy, which is exactly the kind of thing that makes me want to find alternatives.
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Notion to other freelancers or small creative teams who need something flexible without paying enterprise prices - it's honestly perfect for organizing projects, client work, and personal stuff all in one place. But I'd steer people away if they're looking for something simple or if they're not willing to invest time in setting it up properly. I'm also getting more cautious about recommending it to friends who just need basic note-taking, because Notion keeps pushing these AI features and enterprise integrations that feel like they're trying to justify higher prices down the road. Like, I love that it started as this scrappy tool, but when I see them courting big corporations, I worry they'll pull a Slack and price out the little guys who made them popular in the first place.
What would this brand need to do differently to become your clear first choice?
Honestly, Notion would need to stop chasing enterprise dollars so aggressively and remember what made them special in the first place. The pricing is getting ridiculous - I used to recommend it to everyone, but now I'm telling freelancer friends to check out alternatives because $10/month adds up when you're barely making rent. They need to create a genuinely affordable tier for solo creators and small teams, not just some stripped-down version that forces you to upgrade. And please, stop pushing AI features I didn't ask for while my basic workflows are still buggy. I'd rather they fix the fundamental stuff and maybe partner with indie creators for templates instead of trying to be everything to everyone.
"It's giving me major sellout vibes - like when your favorite indie band signs to a major label and suddenly their sound gets all polished and generic."
Long-time power user who championed Notion in its early days but feels increasingly alienated by its enterprise pivot and performance issues. Still recommends to technical users but growing concerned about direction.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
When I think about productivity and collaboration tools, my brain immediately goes to the big players - Google Workspace, Microsoft 365, Slack, obviously. Then I think about the more specialized stuff like Linear for project management, Figma for design collaboration, and yeah, Notion definitely sits in that second tier for me. Notion's interesting because it's not really competing head-to-head with Office or Google - it's more in this weird hybrid space between note-taking apps like Obsidian and project management tools like Monday.com. I'd say it's probably top 5 in my mental ranking for "tools I actually use daily," but it's not the first thing I recommend to non-tech people because the learning curve is still pretty steep compared to something like Slack or Google Docs.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Honestly? Notion feels like that scrappy startup that accidentally became too successful for its own good. When I first started using it in 2019, it was this beautifully minimal tool that felt like it was built by people who actually understood how knowledge workers think - blocks, databases, the whole modular approach was genius. But now? They're clearly trying to be the next Microsoft Office, and it shows. The product is getting bloated with enterprise features that most of us don't need, and I've noticed the performance has gotten noticeably slower over the past year. It's like watching your favorite indie band sign to a major label - technically they have more resources, but they've lost some of that original magic that made you fall in love with them in the first place.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
"Overhyped productivity cult." Look, I've been using Notion since like 2019 when it was actually scrappy and cool. Now it's become this weird lifestyle brand where people spend more time making their dashboards Instagram-worthy than actually getting work done. My Twitter feed is filled with "Notion templates" and productivity gurus selling courses about it. The tool itself is solid - don't get me wrong - but the community around it has gotten insufferable.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, Notion has lost some of its magic for me over the past couple years. I was an early adopter back in 2019 - literally evangelized it to my entire team at work and got probably 20+ people to switch from our janky internal wikis. But now? It feels like they're chasing enterprise dollars at the expense of what made them special. The UI has gotten bloated with all these "collaboration" features I never asked for, and the performance has taken a hit - pages that used to load instantly now lag, especially on mobile. I get that they need to scale and make money, but it feels like they're prioritizing Fortune 500 CTOs over the power users who built their community. I'm actually testing Linear's new docs feature as a potential replacement for my personal workspace.
When would you actively recommend this brand, and when would you steer someone away?
I actively recommend Notion to other engineers and product managers who are already comfortable with tech tools - it's incredible for building custom workflows and databases that actually fit how you work. Just last month I set up this sick project tracking system that connects our sprint planning to our documentation, and my team lead was blown away. But I'd absolutely steer away non-technical users, especially older folks or people who just want something simple. My mom tried using it for her small business after I recommended it, and she got completely lost in all the blocks and templates - ended up going back to Excel. For anyone who isn't willing to spend time learning the system or doesn't need the customization, I tell them to stick with Google Docs or Airtable instead. The enterprise push worries me though - I've seen what happens when companies pivot to chase bigger contracts and forget their core users who made them successful in the first place.
What would this brand need to do differently to become your clear first choice?
Look, Notion's already pretty close for me, but they need to nail performance at scale - I'm talking sub-200ms load times consistently, not the current sluggishness when my databases get large. The offline sync is still janky compared to what Google Docs pulled off years ago, and for someone who's constantly jumping between devices and spotty conference wifi, that's a dealbreaker for enterprise adoption. They also need to stop trying to be everything to everyone - the AI features feel tacked on compared to what Claude or GPT can do natively, and I'd rather they focus on being the best structured workspace tool than a mediocre AI assistant. If they could just make their core product blazingly fast and rock-solid reliable, they'd easily beat out Monday.com and Airtable for my team's workflow needs.
"It's like watching your favorite indie band sign to a major label - technically they have more resources, but they've lost some of that original magic that made you fall in love with them in the first place."
Ashley views Notion as an aesthetically appealing but overly complex productivity tool that has lost its indie charm while pursuing enterprise customers. As a busy marketing manager and parent, she finds the setup too time-intensive and the mobile experience inadequate for her needs.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
*pauses to think* Honestly, when I think project management and productivity tools, I immediately think Asana - that's what we use at the agency for client campaigns. Then probably Monday.com because their ads are everywhere on my Instagram feed, and Microsoft Project from back in my corporate days. Notion? It's probably fourth or fifth on my list. I know it's supposed to be this amazing all-in-one workspace thing, but truthfully it feels more like something the creative millennials on my team obsess over for their personal bullet journaling than actual work software. Like, I see it more as that trendy productivity tool people post aesthetic screenshots of on social media rather than serious business software.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Honestly? Notion feels like that brilliant friend who got too successful for their own good. I used to love it when it was this scrappy little productivity app that all the design and startup people were obsessed with - felt like being part of a secret club, you know? But now every time I see their ads or LinkedIn posts, it's all "enterprise this" and "team collaboration that." They're trying so hard to be the next Microsoft or Slack that they've lost that cool factor. It's giving major "sellout" vibes, and as someone who works in advertising, I can smell when a brand is chasing the corporate dollar over their original community from a mile away.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Honestly? "Productivity porn for techies." Look, I know that's more than five words, but that's exactly what pops into my head when I think of Notion. It's this super sleek, aesthetic tool that makes organizing your life look Instagram-worthy, but realistically it's way too complex for someone like me who's juggling client campaigns and soccer practice schedules. I tried it once because it was all over my LinkedIn feed, but I went back to my trusty Google Workspace within a week.
How has your perception of this brand shifted over the past year or two? What drove that change?
Honestly, I've barely kept up with Notion's changes because I'm juggling work and two kids, but I've definitely noticed they're pushing more corporate stuff in my LinkedIn feed. I used to think of them as this scrappy productivity tool that all the cool startup folks were obsessing over on Instagram - you know, those aesthetic workspace setups with perfect color-coded databases that made me feel like I needed to get my life together. Now it feels like they're trying to be the next Microsoft or something, which is fine for business I guess, but it's lost that "indie darling" vibe that originally caught my attention. I still use it occasionally for personal planning when I have time, but honestly, I need tools that just work instantly - I can't afford to spend 30 minutes setting up templates when I could be using that time with my family.
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Notion to other working parents who are drowning in scattered to-do lists and need one place for everything - like my friend Sarah who was using five different apps to manage her freelance design business and kids' schedules. It's genuinely a game-changer when you need to organize complex projects and want something that looks good in client meetings. But I'd steer away anyone who just wants simple task management or isn't tech-savvy - my mom tried it after I raved about it and got completely overwhelmed by all the template options and blocks. Also, if you're at a big corporation with strict IT policies, forget it - our parent company's IT team won't even consider it because of data security concerns, so we're stuck with Microsoft everything.
What would this brand need to do differently to become your clear first choice?
Honestly, I'd need Notion to just work seamlessly without me having to think about it. Right now it feels like I need a computer science degree to set up a simple project tracker - I don't have time for that level of customization when I'm juggling campaign deadlines and picking up kids from soccer practice. They need to create templates that actually work for marketing teams out of the box, with clear workflows that don't require watching YouTube tutorials. And please, for the love of God, make the mobile app actually functional - I do half my work from my phone while waiting in carpool lines, and their mobile experience is pretty terrible compared to something like Monday.com or even just good old Excel.
"It's giving major 'sellout' vibes, and as someone who works in advertising, I can smell when a brand is chasing the corporate dollar over their original community from a mile away."
Senior law partner views Notion as fundamentally misaligned with professional services requirements - not due to functionality gaps, but due to perception risks, DIY setup burden, and lack of enterprise service model. Sees clear generational divide and positioning confusion between consumer/startup tool vs enterprise software.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Look, when I think productivity software, I immediately think Microsoft Office - that's still the gold standard in law. Then probably Google Workspace since we use that for some client collaboration. Slack for messaging, obviously. Notion? Honestly, it's not in my top-of-mind list at all. I know some of the younger associates use it for personal organization, but it feels more like a trendy startup thing than serious enterprise software. When I need to get real work done, I'm opening Word, Excel, or our case management system - not some note-taking app that the kids are raving about.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Notion? Look, I tried it maybe two years ago when my daughter was raving about it for her college projects. Honestly, it felt like a Swiss Army knife that college kids and startup people obsess over - you know, those productivity porn enthusiasts who spend more time organizing their systems than actually working. My first impression was that it's overly complicated for what I need. I have very specific requirements: I need my legal documents accessible instantly, client information secure and searchable, and everything to just work without me having to become some kind of database architect. Notion feels like it requires a PhD in Notion itself just to set up properly. When you're billing $800 an hour, you don't have time to watch YouTube tutorials on how to build the perfect task management system.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Startup-y, cluttered, overhyped, millennial. Look, I tried it when my associate kept raving about it, but honestly? It feels like someone took a perfectly good note-taking app and turned it into some kind of Swiss Army knife that does everything poorly. My assistant uses it for project tracking, but when I need something done, I want clean, professional tools - not something that looks like it was designed by a 25-year-old who thinks databases should have emoji reactions.
How has your perception of this brand shifted over the past year or two? What drove that change?
Look, I'll be honest - Notion went from this scrappy little productivity tool my younger associates were raving about to something that's trying way too hard to be the next Microsoft. Two years ago, it felt innovative and nimble; now every update feels like they're chasing enterprise dollars instead of perfecting what made them special in the first place. What really drove the change for me was when they started pushing all these collaboration features and enterprise pricing tiers that frankly feel half-baked compared to what we already use. I don't have time to be anyone's beta tester - if I'm paying premium prices, I expect premium execution from day one.
When would you actively recommend this brand, and when would you steer someone away?
Look, I'd recommend Notion to my junior associates who are drowning in case notes and research - it's brilliant for organizing complex information when you have the time to set it up properly. But I'd absolutely steer partners away from it. We don't have bandwidth to become database architects, and frankly, our clients expect us to use established, enterprise-grade tools that scream competence and reliability. I learned this the hard way when a client saw me pulling up some case timeline in Notion during a meeting - it looked like I was using some college student's homework app instead of proper legal software. The perception matters enormously in our business. For personal use at home, sure, but professionally? Stick with what the big firms use.
What would this brand need to do differently to become your clear first choice?
Honestly, Notion would need to completely overhaul their service model to even be on my radar. I need white-glove implementation - someone from their team should be setting up my workspace, migrating my data, and training my assistant on how to use it properly. Right now it feels like they expect me to DIY everything, which is frankly insulting given what law firms pay for software. They also need enterprise-grade security certifications and dedicated account management - I'm not dealing with chatbots or community forums when client data is involved. If they want to play in the big leagues with firms like mine, they need to act like Salesforce or Microsoft, not like some scrappy startup where I have to figure things out myself.
"I learned this the hard way when a client saw me pulling up some case timeline in Notion during a meeting - it looked like I was using some college student's homework app instead of proper legal software. The perception matters enormously in our business."
Specific hypotheses this synthetic pre-research surfaced that should be tested with real respondents before acting on.
Is the enterprise pivot actually working? What do enterprise IT decision-makers and procurement teams perceive when evaluating Notion?
Current sample contains no enterprise buyers — we've documented damage to original audience but cannot confirm whether target enterprise segment is responding to current positioning
What specific product or marketing signals would trigger re-engagement from churned advocates?
Tyler, Raj, and Ashley all suggested they'd return under certain conditions — quantifying these conditions and their prevalence could size the recovery opportunity
How does Notion's brand perception vary by company size and industry vertical?
David's law firm and Ashley's agency had radically different credibility requirements — segment-specific positioning may be required rather than unified brand strategy
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Synthetic pre-research uses AI personas grounded in real buyer archetypes and (where available) Gather's interview corpus. It produces directional signal — hypotheses worth testing — not statistically valid measurements.
Quantitative figures are projected from interview analyses using Bayesian scaling with a conservative ±49% margin of error. Treat as estimates, not census data.
Reflect internal response consistency, not statistical power. A 90% confidence score means high AI coherence across interviews — not that 90% of real buyers would agree.
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"How do consumers perceive the Notion brand as it moves from beloved startup tool to enterprise software?"