Sublime's new marketing headline "the knowledge tool that sparks creativity" works well for these reasons:

• It positions Sublime as more than just a way to save links but as a catalyst for creative thinking

• "Sparks creativity" suggests active value beyond passive information collection

• Appeals to both practical needs (knowledge management) and aspirational goals (creativity)

• Implies that organized knowledge can lead to creative breakthroughs

• Addresses the common challenge of turning general information into creative ideas

In Sublime's own words:

How did you settle on this H1?

We wanted something that answers the question "who will I become when I use this?" Through our beta with thousands of users, it became clear that what people love about Sublime is how it enables and amplifies their creativity. People that use Sublime feel like they can create and discover and make more wonderful things when they use it. It became clear that creativity is the emotion we want to build our brand around. From our H1 "the knowledge tool that sparks creativity" to our H2 "save one thing, discover a hundred more" to brand copy like "WTF is a knowledge worker? You are a creative human being" – everything communicates our belief that we're all creative and just need to generate the right conditions to create.

How will you measure the success of this H1?

We measure success in one simple way – how many people pay for our product. We're building member-supported artisanal knowledge management software, so the only metric we truly care about is whether people love and get enough value from Sublime to pay for it. Ultimately, that is what enables the infinite game we are playing.

What went into the change?

Months of blood, sweat, and tears! We wanted to build a landing page rooted in practicality that communicates the power and utility of the software itself, without abandoning the bigger vision. Sublime is special because it's ethos-driven software. The aha moment came when we came up with the "head in the clouds, feet on the ground" idea of having two modes in the landing page. The aspirational elements became an easter egg for those who want them, while the tool can still stand on its own merits. Through our private beta, we discovered that Sublime's true differentiator is that you can save one idea and discover 100 more high-quality ones – the kind of content impossible to surface on Google or ChatGPT. This has been a hard feature to describe in words because it needs to be felt, but "save one thing, discover 100 more" was the most crisp articulation of the concept we got to.