How to re-write a Hero Message for CLARITY

Using Airtable as an example.

🔴 Current Hero Message

“Connect everything. Achieve anything.”

😂 This feels like one of those motivational posters with everyone holding hands

The H2 doesn’t exactly clear things up either:

“Accelerate work” → Get to closing time faster?

“Unlock potential” → Who’s or what potential?

Does anyone actually describe their desired capabilities this way?

🟡 Element Breakdown

→ 3 Capabilities

→ 1 Benefit

→ 1 Feature

💢 Missing 💢

→ Product Category

→ Persona

🟢 Proposed Update (see image)

The goal here is to answer to very important questions:

→ What is Airtable?

→ What does it do?

→ Who is it for?

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The takeaway?

The only way to be compelling…

🔥 Is to be clear 🔥