Craft is not execution.
 It's not style.

The carefully kerned type, the
 neatly tilted layout,
 the intricate
 illustrations, the perfectly matched
are all just means. For me,
 the real craft lies in
 the problem, the true need.

And putting in blood, sweat
 and limb into solving
 it by the
 beat means possible. Craft is
 much more than
 an opportunity
 to make something look pretty.
Craft is responsibility.

Craft is bringing knowledge and
 imagination together
 to make
 meaningful, amazing and valuable
 new things
 possible. It's not just
 execution. It's definitely not style.