Stateshift's headline "More relaxing than a Swedish massage. Better focus than double espresso." is a bold (potentially risky) and playful message.

The use of a familiar and tangible comparisons makes the benefits relatable. The hope is that potential users will understand the relaxation of a massage and the focus boost from espresso, making the promised benefits concrete rather than abstract.

Structuring the headline as two parallel statements creates a unique headline as well. Each comparison addresses a different benefit (relaxation and focus), suggesting that Stateshift can deliver seemingly contradictory benefits simultaneously.

The specificity of "Swedish massage" and "double espresso" adds to the headline's message. Instead of vague comparisons, these specific references make the promises feel more measurable and real… but again, only if the user knows what both of these things are/feel like.

Finally, the headline is casual — almost conversational. The tone created by these comparisons makes the product feel approachable, despite dealing with sophisticated brain-state technology.

Overall, this headline is effective because it makes ambitious claims while keeping them grounded in relatable experiences. It suggests that Stateshift can deliver both relaxation and focus — traditionally opposing states — while using familiar reference points that help users immediately understand the promised benefits. The playful tone and concrete comparisons make what could be a complex product feel accessible and appealing.

Risky headline. But IYKYK.