Читать книгу Driving Eureka! - Doug Hall - Страница 24

In my opinion, one of the greatest benefits of the internet is that it has enabled the “craft” movement, from distilleries to breweries to farm-to-table restaurants to Meaningfully Unique tools and toys. When you visit a new city, it’s commonplace to search for real craft experiences.

What separates craft companies from mass-market companies is Pride of Work. Leading a team of young people, crafting Innovation Engineering courses and tools, and starting our Brain Brew craft distillery has provided me with a first-person understanding of the new way of business. At its core, it’s about doing meaningful work. We aren’t just doing our job. We are creating whiskey, classes, and internet tools that we are deeply proud of. We sweat details that our competitors ignore.

Steve Jobs’ success with Apple and Pixar was due in large part to his commitment to maintaining a craft mindset despite being one of the largest companies in the world. His biographer, Walter Isaacson, told CBS News that Jobs learned this from his adoptive father, Paul Jobs: “Once they were building a fence. And he said, ‘You got to make the back of the fence that nobody will see just as good-looking as the front of the fence. Even though nobody will see it, you will know, and that will show that you’re dedicated to making something perfect.’ ”

I believe that the source of the wide range of positive and negative feelings toward Steve Jobs is this craftsmanship mindset. To those who get craftsmanship, fanatical passion is part of the process. To those who are practical and prudent, it’s craziness.

Pride of Work is enabled when you are working on Cool Sh*t That Matters!

Some folks talk about innovation being constrained by the worker’s fear of failure, laziness, or short-term targets driven by greed. The cause for this runs deeper. We have lost the joy of work for work’s sake. It takes very little additional effort to do something right than it does just to do it. Don’t make excuses, because ultimately the only person that will know if it’s great work or not is you.

—Ken Grier, creative director

The Macallan Scotch whisky distillery