Craftsmanship

It might sound a bit pretentious to call communication a craft. But the aspect of craftsmanship in our field of work is built on some very basic qualities present in the work. It could be a more precise film edit, a more elegance photo crop, a more flowing passage of text, a more sophisticated use of interactive media. Or simply a more thorough proofreading. The key word is ‘more’ — and never ‘less.’

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