Craft

Is the intentional elevation of the work at hand. It is deep, focused attention–total immersion in the task. Great products come from great craft, but great craft doesn’t come from great products. Craft is care for the process, not the result. It’s not skill, expertise, or talent. It’s not specific to the trade. It’s a mindset. Craft is not the dedication to create the best possible thing, but to be creating the best possible thing. 

Craft is most tangible in our work–where goals are clear and outcomes are measurable. But craft is not confined to work. Our lives are our greatest projects–a mosaic of moments, large and small, present and forgotten. At its highest level, craft is not the commitment to live the best possible life, but to be living the best possible life. Existence itself is a dynamic work of art.

Craft makes beauty, but it also makes meaning. There’s nothing more fulfilling than devotion to the process. But craft can’t be manufactured–it requires genuine care, something we all carry within us. It’s just a matter of looking.