What excellence looks like

Someone once told me to never force a story into someone else’s framework. Tell a story in such a way that people connect with it… and at whatever length that demands.

The below video falls into this camp.

Leicas are the Mercedes of cameras.

Their cameras aren’t slammed together by robots. Leica is obsessive in their attention to hand-crafted detail. And so that is the story they tell… and take all of 45 minutes to make sure you understand this point. I love it.

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