This is great advice. Too many products don’t have a living soul behind them. They might have a compelling story that can be shared to memorialize the history of the company, but very few have a living soul.

Few companies want to engage in difficult conversations, have contrarian takes, get critical feedback on their work, be cringe, or focus on the simplest details (like packaging, hand written TY notes, wax seals, stickers…etc.)

It’s being here with purpose and soul that matters. Trust me, I’m not following you because I like to look at pictures of leather goods all day. You’re doing something right.