Not a commodity

Toilet paper is for everyone. Tesla is not for everyone. You’re not making a commodity; you’re making art in a way only you can. A commodity demands compromise. The consequence is twofold:

• One: Mass products require a common denominator.

• Two: Commodities are inherently boring. 

The opposite of boring is different.

The democratization of the web supports different. The new digital ecosystem is rigged to favor specificity. Search engines have gobbled up every last piece of generic search terms available. If you’re looking for generic, you don’t even have to click a link to get the answer you seek. Google will show it to you right there on Page Zero.

At the same time, everything you ever wanted is now a click of a button away. Likewise, we have a better chance of reaching people who need a specific thing, from bedazzled phone cases to designer dog jackets.