Our differentiator is lightweight flexibility, supported by conceptual models that reflect reality and don't impose one particular way of doing things on teams. Our goal is for teams to be able to "start simple and evolve easily" because for many teams their process is always being adjusted as they grow and mature. Our approach is essentially "Trello is like 90% of what many teams need, let's redesign it from the ground up for software teams and get it to 100%". It's early days but it's an approach that seems to resonate with many teams. At least partly this is because PMs and designers readily understand Constructor instead of being annoyed/overwhelmed, so everyone is happy using the same tool, and that's pretty important (to avoid tool schisms).