Craft versus mass

By Philip Dodson

Our world is now completely dominated by mass.

Small, crafted ‘art’ has been industrialised in the mass market production of goods and services.

The people involved in that process are no more than cogs in the machine and are denied the human pleasure of crafting something special, unique, different, and a work of love.

We are the poorer for mass in every way.

If you get an opportunity in life to craft something then take it.

It’s a magical world when we create rather than simply fulfil a process.

It only comes in black


Henry Ford famously said ‘you can have any color you like, as long as it’s black’.

He only made black cars as the paint dried faster, so more could be produced. It also made the whole process that much more simple and productive. Thus more profitable.

We do not want mass anymore and the internet has allowed us to seek out and promote to the weird that we all possess.

Now you can get pretty much anything you desire.

That has created a new challenge. Finding your customers in the mass of choice and shades of grey. No more black and white means having to create something truly remarkable and different that customers really want.

Don’t go for safe, bland, mass and homogenised. It’s been done.

Small is the new big. But it is no easier to be a small shot than it was to be a big shot.