The WordPress themes that we sell in our Library have been designed to do one thing; showcase your writing. We pride ourselves in the fact that our themes take only seconds to setup, or that you can take your content with you when you want to switch themes. We build them to be simple, light, and minimal. We build them to do one thing, and do it well.

Each theme only has 3-4 options. You won’t find layout controls, the ability to change a font size, or even the ability to change a background color in most instances. You won’t find controls to change the design of the theme, or the fonts, or the pixel sizes, or header images. That’s because you’re buying a professionally designed WordPress theme to write with, not build with.

If you want to build things there are some really amazing tools out there like Conductor that will help you. But I have to admit, it really saddens me to see an industry of users that have been conditioned to expect massive feature sets within WordPress themes. It saddens me that the beauty of a professionally designed WordPress theme is somehow less important than having massive feature sets. What about form over function? Have we lost our ways?

Well, we won’t cave in! We believe in the value of simplicity and minimalism. We believe there’s value in spending as little time as possible on the technical side, so that you can spend more time doing what you bought the theme for in the first place; writing – to communicate your stories in a way people want to read them.

  Comments ( 2 )

  1. Nick

    Thanks for the mention alongside this very meaningful message.

    My gut tells me, as a product founder, that those that try to be all to everyone do it out of fear or failure to recognize their initial market. Some crash and burn, while others succeed. Let’s dissect that.

    1. The “give it all we got” mentality: This is where the product team is throwing feature after feature at their product. Why? Perhaps they launched too minimal or didn’t have a solid understanding of their market to begin with.

    Instead of talking to their customers or educating them on the *why* their product is different — they start scrambling and throwing in the kitchen sink.

    For a twist of humor, it’s like Star Wars. There’s the light side and the dark side. The light side stays true to their calling and resists temptation. The dark side is consumed with it and is constantly trying to recruit others to their calling. It requires less patience and discipline — while the light side is much more focused and deliberate.

    To say we product founders don’t face this everyday, is an understatement.

    2. All things to all people: A fine plan.

    In fact, one that more people *well trained* companies should tackle. When done right, in my opinion, can really have a shift on the overall market. One example, are the kitchen sink themes on popular marketplaces.

    They do a lot — A LOT.

    But guess what? They are selling. They are selling to a market that WANTS that. Now of course we can debate if the customer even knows what they want, but looking at the numbers, I’d say many are voting with their wallet.

    So if you can market it, develop it, AND support it then go for it.

    Sounds easy peasy, but it aint.

    Keep doing great things my man.

  2. Agreed!

    But can I refactor the last line just a bit? Please?

    “so that you can spent more time doing what you bought the theme for in the first place; to communicate your stories in a way people want to read them.”

    Or something like that. To me the real beauty of ASE is not what it does for storytellers, but what it can do for story readers. What good is content / a story without readers?

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