No

In this age of unlimited choice, everything everywhere feels a little like “why not?”

Because - precisely - why not?

But an unlimited supply of why not? entering our work is a sure fire way to make sure everything we create feels vague.

A question worth asking when approaching a creative decision is - is this thing really aligned with what I want to say?

And if the answer is no, then the answer isn’t why not.

It’s fuck no.