The Craft App —A Year of Magical Linking

It’s been a year since I adopted Craft as my primary research and note-taking app. I shared my impressions of Craft early on, but I thought I would provide an update on how I’m using the software and why, with all the other choices available in the personal knowledge management (PKM) space, I’m still all-in with Craft.

I use Craft as a Zettelkasten-style note-taking system fed by a healthy reading habit. I take notes on things that interest me so that I might use this knowledge to make better decisions and inform my own writing. Before Craft, these notes were scattered across note cards, journals, and the margins of books — locked away and seldom consulted. I had this uneasy feeling that I was wasting my time taking notes at all. But no longer. Over the year, the notes I created inside Craft have taken on a life of their own, approaching that mythic “second brain” potential. It took a while to reach critical mass, but I find that the time I spend — writing notes, linking notes, and exploring connections — now yields some of my most thoughtful and creative work.

So, yeah: I love Craft. The designers have created and continue to evolve an iPad-first thinking tool that enables me to focus on my ideas and connected thoughts without unnecessary complexity or clutter. It matches my sense of design sensibilities and interface delight; it works the way I think. With the announcement of Craft 2.0 and Craft X, I am more excited than ever about the future of this fantastic app.

In part, my enthusiasm for Craft stems from a short dalliance with Obsidian, another popular PKM app. I spent a few weeks in this alternate note-taking universe when ReadWise released its official plug-in for Obsidian. ReadWise is a service that gathers and resurfaces highlights and annotations from books and periodicals, scratching a particular itch for serious readers. Obsidian has won over many fans with its powerful linking tools on top of plain text files, and this new superpower of syncing ReadWise highlights automatically was too tempting not to try out. I soon learned that Obsidian wouldn’t work for me, and despite the automation with ReadWise, I hurried back to my beloved Craft. But in the process, I learned what matters most to me in using these knowledge and thinking tools that I thought would be useful to share with others who might be thinking about diving into the PKM world.

Six Reasons I Love Craft

1. Design

Craft is beautiful, drawing praise from just about everyone who tries it. The text spacing, the font choice, the intuitive user interface, the colors, and even the app icon options point to a gifted visionary with an intense focus on a near-perfect balance of form and function. Craft reminds me of the best of Apple’s hardware and software designs. But this beauty goes beyond appearance. Dragging a block or a note somewhere in the app (or outside of it) does exactly what you expect it should. Markdown text commands fly from my fingers and transform before my eyes into perfectly formatted text — no arcane symbols or HTML code to disrupt my thinking, no toggle between edit and preview mode to confuse me. My notes appear consistently polished, not janky with placeholder brackets, caret symbols, or exclamation marks. Sync is flawless. Intuitive keyboard shortcuts and slash commands keep my hands on the keyboard and my thoughts flowing without having to think; now, how again do you link to a block in another note? With other apps and Obsidian, in particular, the design and user interface feel like glaring distractions that interrupt flow. With Craft, everything on screen is there for a good purpose, nothing more. The interface fades into the background as I work, precisely what I want in a thinking tool like this.

  Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.

— Steve Jobs ¹

2. iPad-first

Since I use an iPad Pro for almost all my work, I need a platform without mobile compromises. Craft was designed for iPad first, and it truly feels that way with no limits in functionality or power. It actually took longer for the Mac app to gain all the iPad features, which is backward from most developed software (Craft’s Mac app just won Apple’s 2021 software of the year award, so I guess it caught up!).

In contrast, Obsidian’s mobile offerings launched late and are still hobbled by functionality gaps and far too many compromises for power use. During my time with Obsidian, I frequently pulled out my old MacBook Pro to do things, which felt jarring in my iPad-centric world.

3. Sharing and collaboration

Craft includes excellent sharing options to other formats: a nicely formatted email, PDF, Microsoft Word, Markdown, and Textbundle, which allows a complete export of your database to other apps like Bear or Obsidian. In addition, notes can be shared between apps like Ulysses, Day One, DevonThink, and Things. Craft allows seamless drag and drop between apps. On the iPad, I often have Ulysses and Craft open in split-screen mode to review my notes and drag over blocks of text to incorporate as I write. Inserting an image into a note from Photos or the web works equally well. It interacts with these other apps in a consistent, predictable way, allowing me to focus on the content. I can share notes with colleagues through a secret link or even publish whole sections of my notes to the web, rendered with all the style and interactivity of the app itself.

4. Innovation

In the past six months, Craft released an astounding 25 updates to the app. New features include a calendar function, integrated daily notes, tables, inline equations, local file storage, expanded app customization preferences, image and PDF annotation, Shortcuts functionality, Markdown export improvements, and significant app performance boosts. Perhaps the most exciting innovation is still to come with Craft X, an open-source plug-in platform that developers can use to create custom functionality within Craft. A ReadWise plug-in is already in testing, and the roadmap suggests we might see features like WordPress publishing, automated templates, and other workflow automation soon. The pace of innovation at Craft is astonishing.

5. Platform confidence

Company stability and sustainability are factors to consider before investing time and money in a product or service. Craft and Obsidian are roughly the same age, so comparing their business strategy for growth is instructive. Craft avoided the freemium model and enforced a subscription fee from the beginning, followed by a sizable round of venture capital to expand the team and fund product development. Between this recurring subscription revenue and the capital raise, cash flow should not be a top concern at Craft. In contrast, Obsidian relies on its two founders for software development and capital. The vast majority of users pay nothing for Obsidian, which puts pressure on the long-term sustainability of the business. Obsidian recently doubled the rates for their optional syncing and publishing services to improve cash flow. Everything else being equal, I would bet on the company with a sustainable business model, capital, and that financial metric that eludes so many startups: positive cash flow.

6. Future proof

One of the raps against Craft is its proprietary database, where it stores your notes. This database structure enables all of the amazing functionality and power of the app, but should Craft go out of business, all your information could technically vanish. In contrast, Obsidian stores your notes locally in plain text, which should always be accessible in the future. I’ve lost access to my share of old word-processing documents due to unsupported file formats, so I had a chance to test Craft’s export capabilities when I moved my notes to Obsidian and back again. The results surprised me.

Craft to Obsidian. The steps to export your Craft data really couldn’t be more straightforward. Select all your notes and use the export to Markdown function. This creates a nested folder of all your notes in Markdown text format alongside images, PDFs, or other files stored in Craft. Next, open the folder as a vault in Obsidian. That’s it. Your folder structure from Craft carries over to Obsidian. The links between documents, even links to specific blocks within a document, come through perfectly. The export of 2,000 notes took under a minute.

Obsidian to Craft. The process of getting my notes back out of Obsidian was surprisingly tricky. While notes in Obsidian are simple Markdown text files, maintaining the critical links between note files, images, and other embedded files is complicated without a proper export function (which Obsidian lacks). Thanks to a tip from Curtis McHale, I used Bear, a competing notes app, to import my notes from Obsidian. Since Bear doesn’t recognize folders, I had to consolidate all my notes from a dozen folders in Obsidian to one catch-all folder to avoid losing links. Bear was able to import all my notes, complete with links between notes, images, and PDFs, and then export them in a format that worked fine for Craft. Once in Craft, I had to refile all my notes back into my folder scheme, which took some time. For software that touts itself as the ultimate in future-proofing, I honestly didn’t expect it would be such a hassle to move my information back to Craft. Bear gets high marks here for serving as the go-between, but it seems like a pretty big gap for Obsidian not to have a proper export function.

Despite the time it took to retrieve my files from Obsidian, I discovered how easy it was to export my information from Craft, which isn’t something you usually figure out until it becomes a critical necessity. I now have very little hesitation with trusting my notes to the Craft with its top-notch export capabilities.

Is Craft for You?

I am sold on Craft as my knowledge tool, but that doesn’t mean it’s perfect or necessarily suitable for everyone. Obsidian is popular for good reason. It’s free for most users and available on more platforms, like Windows and Android. Secure encryption of your notes is possible with its optional sync service. It provides more powerful back-link capabilities and unlinked mentions, and a graph view of your linked notes that doesn’t exist in Craft. While the Obsidian interface doesn’t appeal to me, direct manipulation of Markdown and HTML code is the preferred way to write and think for many, particularly programmers. And, because it’s so easy to export my Craft data, I’m keeping Obsidian around for times when I want to dig deeper into unlinked mentions or mine insights from the notes graph.

In Atomic Habits, James Clear cautions about confusing motion with action when getting things done. Motion represents all those things we do before getting down to work. Thinking about it, planning, organizing your desk, making lists, selecting tools, etc. Action is doing the work itself. Since the work is often difficult and draining, it’s tempting to slip into the trap of motion, and switching software tools, like my two-week foray with Obsidian, is the very epitome of motion.

So, my advice is to pick a tool that feels right to you and stick with it. After all, the real value of these tools stems from the thoughts and connections you bring to it, which takes time and critical mass to yield any lasting benefits. After my year with Craft, it feels like we’re both just getting started.

Questions about Craft? Leave a note in the comment section below.

1. Quoted by Ken Kocienda in his book Creative Selection. Page 187. ↩