He wanted to divide the world into two, Paul Kim calls it the digital world and the physical world.

He is a strong believer of effectiveness and power of creating physical products for businesses and consumers who work in the physical world. He believes in searching more smart functions for paper in collaboration and creativity.

Kim explained, "We've had a really strong track record of continuing to introduce physical products. While I wouldn't say the digital world wasn't something that we didn't look at, there's still a lot of runway for physical products." He stressed during a phone interview from St. Paul Minnesota, in 3Ms headquarters.

When asked why didn't Post It accept the mobile sooner, and use it a brand power to be the on the go note taking app, he said the firm was more on the use needs and cases of its present consumers."While it may seem obvious that a manufacturer of physical notes would simply create a digital version of the same experience, we heard instead that consumers needed a way to continue working with their favorite tools while helping them transition to the digital world in which their teams work every day," Kim added.

Towards the end of the interview, Kim noted that the Post-it Plus app would not be the brand's only endeavor to enter the digital world. "I really look at what we've introduced yesterday as just the start of where the Post-it brand can be taken in the digital world," he stressed. "It certainly is going to be a core part of the Post-it brand strategy moving forward."

Kim thinks it could be a way to refresh the 30 year old product a bit and have a new exposure, whatever trial and error it would take. They will rethink if the app doesn't work, what they know is, they got to start somewhere.