Effort

This is attention to detail. Care in design. Follow through in customer service. This is an embrace of elegance and wabisabi and the opposite of laziness. This is bringing care (which is rare and precious) to work even if most people would look for a shortcut instead.

Expending more effort than most people think is sufficient.

Sufficient effort is the goal of the industrial capitalist. Capture the most value with the least work. Build a house that doesn’t fall down, with components that last exactly long enough to avoid a claim. Explain that due to unusually call volume…And then, perhaps, there’s a third option.