Escape from email: Vision or hallucination?

By MICHAEL LIEDTKE, Associated Press Published: July 29, 2014
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Dustin Moskovitz is plotting an escape from email.

The 30-year-old entrepreneur has learned a lot about communication since he teamed up with his college roommate Mark Zuckerberg to create Facebook a decade ago, and that knowledge is fueling an audacious attempt to change the way people connect at work, where the incessant drumbeat of email has become an excruciating annoyance.

Moskovitz is trying to turn that chronic headache into an afterthought with Asana, a San Francisco startup he runs with former Facebook and Google product manager, Justin Rosenstein.

Asana peddles software that combines the elements of a communal notebook, social network, instant messaging application and online calendar to enable teams of employees to share information and do most of their jobs without relying on email.

“We are trying to make all the soul-sucking work that comes with email go away,” Rosenstein says as Moskovitz nods sitting across from him in a former brewery that serves as Asana’s headquarters. “This came out of a deep, heartfelt pain that Dustin and I were experiencing, along with just about everyone around us.”

The misery keeps mounting in the corporate world, which remains an email haven. This year, each worker using a business email account will send and receive a daily average of 121 mail messages, a 15 percent increase from 105 per day in 2011, according to The Radicati Group, which tracks email usage.

In contrast, consumers have been weaning themselves from electronic inboxes and increasingly turning to digital alternatives such as Facebook, Twitter and mobile messaging.

More email translates to less productivity as workers spend more time weeding their inboxes and puzzling over convoluted exchanges among a hodgepodge of colleagues and managers scattered in various offices — or sometimes just cubicles away. To exacerbate matters, vital pieces of business information are often corralled in a worker’s inbox instead of in a database that can be searched by anyone working on the same project.

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