What the skeptics failed to see—beyond the surge of new apps, social networks, and connected digital devices—was that Moleskine’s greatest achievement was making the art of note taking a key behavior of the digital era. Whether it was a journal entry on vacation, a brainstorm for a new startup, such as AirBnB, or just the daily scribbling of work and life, Moleskine had made the action of putting pen to paper desirable for tech-savvy consumers, and others saw an opportunity to profit.
