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"It's literally the best time to be building enterprise software because of how much innovation there is," Aaron Levie, the CEO of the cloud-storage company Box, said. Some in the industry have found that while Microsoft is indeed a heavyweight, the size of the opportunity is such that going up against it is far from a lost cause. The good news for Notion is that there are plenty of companies out there that have faced this challenge and not only survived but also thrived. Microsoft told Insider that it saw Loop as its own thing, which brings together the other Office apps into one main way for people to work together, though it has pledged that developers will be able to integrate their own products with the tool in the near future. Notion has also been cozying up to Amazon Web Services, Microsoft's chief cloud rival, by way of a recent partnership. It's a long journey and we're just at the beginning," Notion CEO Ivan Zhao told Insider in an emailed statement. "We're on a mission to empower everyone to use software exactly the way they want. Notion, for its part, doesn't seem bothered. Industry insiders like Reforge Vice President Fareed Mosavat, a former Slack executive, told the startup: "Do not underestimate Microsoft's ability to ruthlessly copy what works, move fast, and leverage unique strategic assets to dominate the market you created." -Fareed Mosavat November 2, 2021 On Twitter, fans and industry watchers fretted over Notion's fate as Microsoft put its considerable weight behind Loop. Zoom that over the years have suddenly found themselves at odds with what is variably the most or second most valuable company. But the move puts Notion in a club with companies like Loop will be added to the Office 365 productivity suite, which includes Word, Excel, and the Teams chat app.įor Microsoft, the move makes perfect sense as the tech titan looks to entrench the Office 365 suite as a no-brainer way for businesses large and small to get the apps they need to get work done in the cloud. Last week, Notion's rising star was briefly eclipsed by the news that Microsoft was launching an app called Loop, which has features and functionality that look a lot like the startup's flagship product. Notion bills itself as an "all-in-one workplace" that can act as a replacement for docs, wikis, task-management tools, and databases.