Greatness

A lot of companies talk about quality, but if you want your brand to be timeless, you have to be a fanatic about it. Before we launch a Louis Vuitton suitcase, for example, we put it in a torture machine, where it is opened and closed five times per minute for three weeks. And that is not all—it is thrown, and shaken, and crushed. You would laugh

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in a world drowning in mediocrity, giving a shit is the most durable competitive advantage

To endure something is obviously exhausting and agonizing. But at the same time, you must also continue to hold what you regard as important close to your heart and to nurture it. Should you ever relinquish what you truly hold dear, the only path left to you will be that of a pencil-pusher — the type of animator whose sense of self-worth is

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Morale compounds via work: high morale helps you do good work, which increases your morale and helps you do even better work. But this cycle also operates in the other direction: if you're not doing good work, that can demoralize you and make it even harder to. Since it matters so much for this cycle to be running in the right direction, it can be... See more