Perfection

A letter to the best wedding creators in the world by Josh Withers

This graphic resonated with me not for the a-word, but for the fingerprint.

Authenticity, as a word, is starting to become heavily diluted and abused.

Authenticity in business could mean that you're just not feeling it so you don't come to that wedding booked this afternoon.

But I think it truly can, or maybe should, mean that you left your fingerprint on the work.

That striving for authenticity in your work means that no-one else could have done that work. Sure someone else could have done something in the ballpark, but not exactly what you did, because you left your fingerprints all over it. If the wedding forensics lab studied that wedding they'd know it was you in seconds.