☙ craft ❧

If everyone is busy making everything,

how can anyone perfect anything?

We start to confuse convenience with joy.

Abundance with choice.

Designing something requires focus.

The first thing we ask is:

What do we want people to feel?

Delight.

Surprise.

Love.

Connection.

Then we begin to craft around our intention.

It takes time.

There are a thousand no’s for ever... See more

“I always say ‘beginnings are easy, endings are hard’. Beginnings get easier and easier [because] there's so much technological assistance [and] so many ways of getting something started like rhythm machines and chord pattern makers.

There are a lot of ways of getting something pretty respectable going quite early on. To quote Picasso, ‘there's noth... See more

“But I don’t have time!”, is what I often hear. Or, even worse, “it doesn’t matter, just ship it!”. But it does matter. Because your career, and even your business, is not a single sprint. It’s an intellectual iron man repeated until you’re in the ground. Whatever time you take to refine your technique now will be paid back to you for the next 20-4... See more

Craft doesn't require innovation or a big show, but the curiosity to consistently study your materials and practice your techniques. It's knowing that big moments are made of tiny ones. That every second counts. For a chef, it might be peeling the mushroom skin even if clients will barely notice. For a designer, it might be organizing files even if... See more