Sublime is an ethos-driven company. Here is what we believe: Intention > Attention The destruction of our attention compromises our ability to make sustained progress on anything worthwhile.  You don’t need to go live in a cabin or swear off Netflix. You just have to live more deliberately.  We are entering the post-information age. The barrier is no longer information. It’s intention, self-regulation, and courage. Edwin Land, the inventor of Polaroids said, “My whole life has been spent trying to teach people that intense concentration for hour after hour can bring out in people resources they didn’t know they had.” Simplicity

 Simplicity takes an enormous amount of time and effort. Good design is as little design as possible. The process of distillation never ends. Nothing is ever finished.  Creativity > Productivity You are not a knowledge worker. You are a creative human being. You’re often most creative when you’re least productive Creativity is not a process. One of the most salient traits of creative visionaries like Walt Disney and Steve jobs was the absence of process. You do not need more productivity systems. You need to play more. Make something wonderful > make something fast AI will make content a commodity. It can vomit up endless amounts of text and images. Quantity is its game. Quality, intention, choice, vision – that has to be yours. The returns of care and sweating the details are immense but unquantifiable. A slower approach is not only an economic necessity in order to create work that stands out, it’s about reclaiming our humanity. The goal can’t be making more stuff, it has to be making something wonderful. Process > Destination In the future, the process of creation will matter more than the result. The value will be in the artifacts showing human effort - inspiration, messy thinking, pain. Too often, we think of notebooks as a necessary stop en-route to the perfected, polished work of art. But what if the notebook is a work of art? What if the process of taking notes is the point? We > Me We’ve turned collective experiences into a giant popularity contest that assumes competing for mass approval is the same as being “social.”  Most social networks are the equivalent of opening the door to your home and shouting at your neighbors. Private note-taking and single-player productivity tools are the equivalent of shutting your door. We need a way of sharing that isn’t all-or-nothing. A way to share that isn’t broadcasting. Build trails – things for you that are bigger than you. A trail is something you create for yourself, but it's also something you leave behind for others.