Excerpt from an Asana snapshot (from the 2nd page of the article)
That product seeks to fill a gap in the current market for collaboration software, he says: "There are tools that are really good for sharing already, like Google Docs and e-mail, but they're extremely bad at structuring information about tasks and updates." On the flip side, he adds, tools like Microsoft Project provide plenty of structure but are poor for sharing. "Our chief mission is to find a better balance between the two," he says. "We have structure and more flexibility."
Some 100 organizations use Asana today, in an invitation-only beta trial set to become more open later in the year. So far those organizations have been small startups that are testing Asana against more established competitors such as Basecamp, Pivotal Tracker, or Salesforce.com's Chatter.