WE FOCUS AN AWFUL LOT on product features. We’re faster, more powerful, more fully featured than the competition.

Honestly, a lot of customers are getting burned out on that.

They’re recognizing that “good enough” is plenty sufficient for most things in life. There are a few things that each person deeply cares about, but other things … it’s OK to not have the best.

But when something grabs your heart, it’s different.

I’ve been thinking about this recently because I’ve been working on the woodshop in my house. On the face of it … it’s just a bunch of tools. They put stuff together and they tear stuff apart.

But there’s some tools that I’m particularly attached to. I love the way they function, that they’re always reliable, the way they feel in my hand.

Maybe even that something was handed down from my father, and has memories attached.

There’s some companies which excel at this kind of design thinking. But most companies just try to create useful products at a competitive price. Beauty? Leave that to the niche weirdos who care about such things.

But we’re ALL niche weirdos in certain areas. There’s some things we deeply care about.

And the company which makes it easy to fall in love will have no shortage of rabid and loyal customers.