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Asana brings elegance and simplicity to project management, making it accessible to teams who find traditional project tools overwhelming. The platform strikes an exceptional balance between powerful functionality and intuitive design, allowing non-technical team members to quickly adopt and contribute. Asana's visual timeline feature provides a Gantt-chart-like view of project dependencies without the complexity, while its automation capabilities reduce repetitive task creation and status updates. The platform excels at cross-functional collaboration, enabling marketing teams, engineers, and executives to work together seamlessly on shared goals while maintaining visibility into each other's progress and priorities.

Ben and Jacob met in Calculus class in 10th grade, and tried founding a startup in high school — it didn’t go anywhere. During high school, Ben lead the frontend team for the World Health Organization’s COVID-19 App Team. After high school, Jacob went to Apple and Ben went to college. When there was an opening on his team, Jacob had Ben apply, and Ben left UChicago to go work at Apple. They spent about 2 years at Apple as Senior Engineers in the Conversational Engineering Department, before leaving to found Freestyle. Freestyle is directly inspired by what they saw as their failures of the tech they worked with at Apple.