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$\"\"$

Average goes by many names:

1.   It will do.
2.   Don’t worry, they won¹t notice.
3.   It’s good enough.
4.   It’s how we always do it.
5.   And the catch-all - OK.

No matter what people call it, know this: Average is a decision not to be good.

And someone had to make that decision.

There is no board meeting.

No one votes for it.

No all staff Memo.

BUT TRUST ME, IT IS A DECISION.

Here’s why I think that:

Because a decision isn’t always what you say yes to, but what you say silently no to.

When you decide to stop innovating, that is a decision.

When you allow a poor culture, that is a decision.

When you stop trying to be great, that is a decision.

Hmmm.

In some respects, being average is easier.

No one will hate on you.
You don’t have to push yourself.
Comfort zones rarely work late.

But when you think about it, at a certain point, a human has to say to themselves, I AM NO LONGER GOING TO TRY.

I am OK with not reaching my true potential.

I am settling for this.

Hmmm.

That must be one of the toughest conversations you can have with yourself.

If you fear average, you will never have it.

","handle","fear-of-average","gid://shopify/Article/557780009030","image",{"_15":227,"_228":-5,"_23":229,"_230":231,"_232":231},"gid://shopify/ArticleImage/103410860102","altText","https://cdn.shopify.com/s/files/1/0065/4242/articles/HD_02_06180HD_02_0_600x600_crop_center_8400a914-1dd1-4eb6-b144-c3a12391244f.webp?v=1684916303","width",600,"height","publishedAt","2023-05-24T08:18:26Z","Fear of Average.",{"_222":208},"excerpt",{"_217":239,"_220":240,"_222":241,"_15":242,"_225":243,"_233":246,"_39":247,"_208":248,"_237":-5},{"_17":219},"

$\"\"$

Before alarm clocks, before smart phones, the North America Indian would drink water before bed. Depending on when he wanted to wake up would determine how much he drank. If he wanted to get up before the sun,

he would drink a lot. If he was getting up later, he would drink less.

The custom of over-drinking was used by the North American well into the 20th Century. In a world that is increasingly more complex, knowing that simple things work just as well too is kind of reassuring. To understand your body and to trust it, is an interesting concept. But as we know all too well,

if we drink too much before bed, at some point, we will have to visit the toilet.

But for us, it wasn’t a technique or strategy, just us not thinking about stuff enough.

","a-simple-alarm-clock","gid://shopify/Article/557780041798",{"_15":244,"_228":-5,"_23":245,"_230":231,"_232":231},"gid://shopify/ArticleImage/103410892870","https://cdn.shopify.com/s/files/1/0065/4242/articles/Screenshot_2021-06-28_at_12.15.20_600x600_crop_center_c5bd9098-5c72-4e2f-ba33-451e7b1eb5d4.webp?v=1684916533","2023-05-24T08:22:19Z","A Simple Alarm Clock.",{"_222":208},{"_217":250,"_220":251,"_222":252,"_15":253,"_225":254,"_233":258,"_39":259,"_208":260,"_237":-5},{"_17":219},"\n

$\"\"$

1. Find your love.

2. Spend your life at it.

3. Trust your instincts.

4. Ignore doubters.

5. Chase the work, not the money. (The money will come.)

6. Use your ideas to push this world forward.

7. Don’t let your ideas down: Execute well.

8. Work with great people. They are not always the easiest.

9. There are no shortcuts. Do the hours.

10. Great coffee helps.

","the-creators-code","gid://shopify/Article/557780074566",{"_15":255,"_228":-5,"_23":256,"_230":257,"_232":257},"gid://shopify/ArticleImage/103411122246","https://cdn.shopify.com/s/files/1/0065/4242/articles/David.jpg?v=1684925614",2438,"2023-05-24T08:29:27Z","The Creators' Code.",{"_222":208},{"_217":262,"_220":263,"_222":264,"_15":265,"_225":266,"_233":269,"_39":270,"_208":271,"_237":-5},{"_17":219},"\n

$\"\"$

Before we could make a great jean, we had to create a culture where excellence would be expected.

We did that by surrounding ourselves with it.

The award winning CD system had to be the best fidelity. Each sewing machine was enclosed with a pitch pine workstation. We created a wall of heroes and put the pictures of inspiring inventors, musicians, designers, and entrepreneurs to watch over us while we made our jeans. And yes, we had a coffee machine put in to make

a great cup of the dark stuff made with the finest coffee beans we could buy.

Even the factory itself doesn’t look like a normal factory. It is precise, clean, and orderly.

If you want to be excellent, surround yourself with excellence. Like a good indigo, that stuff rubs off on you.

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