Generic and exceptional

Generic work is replaceable work. When we look for generic, we are looking for something cheap and convenient. No one agonizes over which type of toothpaste to get when looking at 150 different options. You grab what is there.

Exceptional work, the art we can’t live without, we go out of our way to participate. When U2 is in town, you buy a ticket because they don’t come through every day and you want to have an experience.

Your choice in what kind of work you want to produce. Work that is average or work that is missed when it is gone.