There’s meaning in the craftsman’s work.

The craftsman takes more time to do his work. He isn’t concerned with how fast he can get his work done. He moves slowly; he’s precise. The craftsman is concerned about how well he can do his work.

The craftsman pours his genius into his work. And he enjoys his labor.

Because he finds meaning in what he’s doing, it’s too important to cut corners. That wouldn’t serve the craftsman because it wouldn’t generate the outcome he seeks: excellence.

The craftsman cares more than anyone else. He tries harder. He goes to great lengths and great pains to create something wonderful, something better than expected, something that defines its category.

He loves his craft. He loves his work.

The craftsman proudly attaches his name to his work. He knows his work will live on long after he’s gone. And because it’s exceptional, his name will live on as well.