Capacity occupies a very nascent product category as a knowledge sharing platform. I wanted to be bold, to unapologetically claim our space, and to immediately assert our value.

The “more than power” is a wink at the finserv vertical (Capacity’s focus), i.e., “knowledge is money.”

I needed a simple, compelling way to instantly explain a complex piece of technology. The average person doesn’t care about NLP, LSTMs, ELMO, Word2Vec, or RNN models. They care about how something relates to them.

This headline quickly communicates Capacity’s LiveSheet concept and its value, while compelling the audience to learn more.

• I was playing around with FWDs and REs, and thought, Why not go all out? There’s a subtle rhyme and alliteration that drives it home.

• There’s a line in the supporting copy, “Hunting down the information you need to do your job doesn’t have to be your job.” I really enjoy this kind of wordplay. It’s fun to write, and it keeps the reader engaged.

• The switchboard reference is anachronistic already, but the addition of AI takes it to another level. But it works. And it’s simple. Any average person will read it and think, "Oh, so it connects your company, and it’s easy because of AI."

• I find that a lot of trust can be won when the audience senses that you’re truly frustrated along with them. It’s entirely antithetical to the smiling salesperson of the past, and people find that refreshing. This attitude is embodied in the last sentence of the subheader: “It’s like an email inbox, but enjoyable.”