Craft is culture. If you care about craft, you’ve done the hard part.

The more effort you invest internally into craft development and celebration, the more people will want to work with you. (On the flip side, in a remote work world, craft and process knowledge are even more important than they used to be, because we have to trust each other a lot more.)

As this happens, people are waking up to the idea that mastering a craft is how you find professional and personal fulfillment. This creates an irresistible draw: people want to go where their craft is celebrated, just like you’re drawn to where your culture is celebrated.