Just because you don’t understand it, that doesn’t mean that it isn’t art.

There are a few organisations that really excel at one thing. They can get so good at it that the rest of the world begins to assume that because they make it look effortless, it can’t be that difficult.

Despite being very rarely the case, it’s not the rest of the world that matters anyway. Only your customers need to be able to tell the difference.

(For completists, the full release cut is here)