Mediocrity is a choice — and so is the alternative

Most 'fine' work is the result of nobody deciding it should be better. Here's how I decide.

Every project has a moment where it is good enough. Good enough to ship, good enough to invoice, good enough that nobody will complain. That moment is where most work stops.

The difference between fine and memorable is rarely talent. It is one more round — the one where you ask what the piece would look like if it had to be the only thing you're remembered for.

I try to build that round into the schedule instead of stealing it from sleep. Clients notice. So do their customers.