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.

Fragments Blog.
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