The craftsman knows that every action has its degree of precision. Unlike the laborer or the professional who are bound to human perspective (the laborer as the executor of the action, the professional as the one who holds knowledge), the craftsman looks at the world from the perspective of the object, of the product. He wishes to touch things, create intimacy, and reach their full potential. To allow things to appear and operate at their best: As worthy.

The craftsman approaches knowledge out of pleasure, personally. He puts himself into the work, and therefore, he is proud to put his name behind it. The craft is a vocation: A space of values and meaning that surpass use, of devotion and hard work that exceed fulfilment. The preserver and reviver of tradition.

As a person of values and principles, the craftsman appears in the context of culture and leisure. He appears as a type of overcoming and transcending survival and satisfaction of needs. Through the perspective of usage, we encounter a sphere of care and interest, of nurturing and pleasure. A sphere of quality, of precision, and meticulousness as means to obtain beauty. A sphere of control and obsession, repetition and habit, pleasure and sacrifice (pathos).

The craftsman offers culture as a challenge: How to hold onto values – the good and the beautiful – without turning them into (compulsory) conditions for action and experience. He stands defiantly and proudly behind his handiwork, behind the unique and singular human action, and against financial, industrial depravity that invalidates time and experience.

Honor the product and it will honor you back.