Doist’s Mission

Empower humanity with simple yet powerful productivity tools.

This mission guides everything we do, and there are a few important nuances:

• The word “humanity” is tightly coupled with our vision to empower a billion people to bring their ideas to life. Read more below. ↓

• The wording is not “simple and powerful”—when ”a compromise is necessary, we opt for simplicity.

• Notice that we specify productivity tools, rather than, say, social media or personal finance.

Doist’s Vision

Be the end-to-end productivity platform that empowers a billion people to bring their ideas to life.

How we’ll achieve this scale

• We’ll offer our products for free for personal (non-work), educational, and non-profit use. B2B revenue will sustain Doist financially, allowing us to empower people at a massive, sustainable scale. 

• The market is ours to seize. Most people and teams lack a “hell-yeah” system, creating a massive opportunity to democratize productivity.

• We are “arming the rebels.” SMBs are the overlooked engine of the world’s economy. We help them thrive with tools that are easy to adopt, built to scale, and affordable by design.

When we succeed

• Potential is unlocked: From ideation to execution, we automate tedious work and eliminate the pain points of bringing ideas to life.

• Every interaction is magical: We create experiences that are simple on the surface, powerful at any depth, and genuinely delightful at every touchpoint.

• Impact is exponential: Individuals and teams empowered by our products create positive ripples that spread over time and around the world.

By impacting humanity on a massive scale, we'll have become a Legendary Company.

Doist’s story

Our philosophy

We envision a world where a billion people have the tools to bring their ideas to life. By building simple yet powerful tools that eliminate friction rather than create it, we will democratize productivity at scale.

This belief drives our company-wide mission to empower humanity with simple yet powerful productivity tools. By prioritizing simplicity first, we make powerful capabilities accessible and approachable, ensuring technology serves humans rather than overwhelms them.

Todoist has embodied this philosophy for over a decade, proving that getting tasks out of people's heads frees up mental space for what truly matters. As we expand to transform how teams work together, we're applying this same approach; and any future products we create will be rooted in this same commitment to unlocking human potential through thoughtful, simple-yet-powerful design.

The world is changing

The world of work is undergoing a fundamental upheaval. AI and automation are reshaping teamwork, while economic pressures force businesses to do more with less. 

Meanwhile, the productivity industry keeps making the same mistake: promising that more features will solve our problems while delivering complexity instead of clarity. Most tools are now doubling down on that mistake by adding AI as another feature to manage, when the real opportunity lies in using intelligence to reduce friction, not create it.

People are more overwhelmed than ever, drowning in tools that demand constant attention. 

SMBs deserve better

This burden falls especially hard on small yet scrappy SMBs, who were already overlooked in the productivity market long before these recent disruptions. SMB operators find themselves trapped between inadequate options: bloated enterprise software designed for massive companies with unlimited budgets, or a patchwork of ad hoc, unscalable tools that crumble under real business pressure. Both options fail to eliminate overhead and instead become another source of friction.

Growing teams especially need a balance of simplicity and power. They want tools their people will actually adopt and that will eliminate coordination overhead instead of creating new administrative burdens. Most importantly, they need a partner they can trust, that treats them as humans rather than revenue targets, and affirms their challenges instead of overwhelming them with complexity.

This market gap represents more than commercial opportunity — it's the chance to prove our philosophy at scale. When individuals gain clarity and control, they don't just complete tasks: they launch businesses, lead teams, and create meaningful work. When entire teams experience this transformation together, the impact ripples throughout the organization, creating workplaces where people thrive and businesses grow. SMBs are the overlooked engine of the world's economy, and we're building tools that are easy to adopt, built to scale, and affordable by design to help them thrive.

Why Doist will win

As a ~100-person SMB ourselves, we understand the challenges our customers face. This positions us uniquely to build products that solve real problems rather than fabricated ones.

We've also developed the distinct advantage of solving a problem most productivity tools ignore: the false choice between personal and professional, individual and team use. Our products bridge that gap naturally because life's complexities don't respect artificial boundaries: Work deadlines collide with family commitments; personal goals fuel professional ambitions.

This unified approach benefits everyone. Individuals adopt our tools because they handle their full lives, not just their work tasks. Teams embrace them because they scale naturally from personal tasks to collaborative projects without losing their signature simplicity. This creates a powerful flywheel: personal users become champions within their organizations, driving grassroots adoption that reduces acquisition costs while building deep trust.

When B2B revenue crosses a sustainable threshold, we'll begin to offer our products for free for personal (non-work), educational, and nonprofit use. This amplifies the flywheel at scale: free personal use drives massive adoption, funneling individuals into paid work use-cases, while B2B revenue sustains us financially — ultimately empowering a billion people to bring their ideas to life.

Our current products represent the foundation of our vision, not the end of it. We're building toward an end-to-end productivity platform: a suite of tools that cover the entire journey of bringing an idea to life. Everything Doist builds will be designed to work seamlessly together.

By doubling down on SMBs at this pivotal moment in workplace transformation while laying the foundation to empower humanity at massive scale, we're positioning Doist to become not just successful, but legendary — succeeding on our own terms, staying true to our values, and building products that leave a lasting, positive impact on the world.