Love on the rocks…
…Ain’t no surprise. Buy me a drink, and I’ll ya some lies. Or excuses.
You ever notice how the really, truly cool stuff is exceptional in every possible way? I mean, think about it. Imagine the neatest vehicle you can think of right now; something truly special.
Did you picture something from Singer, Icon, or Mohenic Garages? A Bentley or Rolls Royce, perhaps? What about a professional race car, something from F1, WRC, or Dakar? Or even a mainstream luxury vehicle like a Mercedes or BMW?
There’s something special about attention to detail, ya know?
Our world is full of disposable, forgettable crap. We’re surrounded by shills and sycophants engaged in a breathless race to the bottom, where profit margins are maximized through the cutting of every possible corner. Do it faster! Cheaper! Like, follow, share!
You know what makes something truly special? When it’s obvious the people behind it care about what they’re doing. It’s the people who do one thing at a time, to the best of their ability, because anything less than their best isn’t worth their time.
A Singer Porsche can cost upwards of $600,000—and there’s about a 2-year waiting list. Unless you want to pony up $100,000+ for an electric VW Thing they have ready to go, you’re looking at a 3-year wait for something from Icon4x4. And the best numbers I could find for Mohenic Garages said they had completed 43 vehicles—and had 48 customers waiting—back in 2016.
I guess the moral of the story is, if you want to slap a warranty on the box and ship another also-ran, cookie cutter commodity for the masses—who are so strapped for attention these days they may never know you even exist—you might as well get in line for the dustbin of history.
If you want to make something that matters—and you’re willing to put in the hard, scary work that can only be described as “going all-in”—there’s a good chance they’ll be lining up to give you their money. Because we all want that something special we can care about.
[ And this is when Eric D. and I started chatting on Facebook about con artists, scammers, and the limited shelf life of insincere bullshit. Which lead me to what I think is a solid closing point for this one. ]
If we live in an attention deficit economy, where everyone’s cutting corners left and right in the name of saving time and money—so both can be spent on more instead of better—it stands to reason there’s potential advantage in being more intentional with our actions.
I used to be in sales. It’s a tough racket.
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