Has technology changed the world forever and made once celebrated occupations of craft null and void?
No, of course not. The world doesn’t work that way. We live on an extraordinary planet where technology has indeed changed many industries, but at the same time has made hand-made occupations and labours of love even more valuable.
Technology has allowed some brands to ‘super-size’ and ‘hyper-scale’ – others to carve a niche as a ‘craft brand’ and in-between the two you find a ‘sea of commodity’, which is the dangerous ground in the middle where most companies find themselves.