We don't need more tools to make publishing faster. I can check in on foursquare with two taps of my thumb and it automatically generates a full sentence that’s streamed to my twitter. I can reblog a gif with a line of commentary on my tumblr while I'm waiting in line for a sandwich. What is scarce on the web are human-made, intentionally thought-out experiences. My stream is a rush of links all competing for my attention, and for most of them, I know what they’ll look like before I even click.
My film professor often used the phrase “go slower” in class to teach us how to make a cinematic experience. It’s the individual moments of a movie that sear into your memory and becoming a good filmmaker is about learning what is really required to achieve them. Grabbing the attention of a bored audience, even when they’re sitting in a dark movie theater with nothing else to look at, takes work, grabbing the attention of someone at work scanning a thousand messages a day takes even more.
Film and print are mediums that have had a lot of time to develop and we’ve come up with a rich language to talk about how to make them compelling. The web is just starting to find that language and it will be pushed forward, one page at a time.
Yet the challenge with doing it one page at a time, is time. Hand coding custom html/css for individual pages is not realistic for most and there needs to be a lighter way to experiment. We've spent the past year building that. A way for those telling stories on the web to get control over the page so they can make what only they can imagine.