On details.

There are countless people out there who can design. I mean, countless. I'm not even talking about church volunteers who know how to paste an image into Word. I'm talking about real designers who went to school and can fit things on a page fairly well.

There's something they all share. A common trait that will keep them good and only good.

They don't sweat the details.

They think because someone -- a shopper, a consumer, a passer-by -- wouldn't consciously notice the details, they're not worth the effort.

But the great ones know that everything is in the details. Those details, that last 10-15%, is where art is made. Until then, it's nothing more than common.

It's nothing more than good enough.

If you want to be great, good enough can't ever be good enough.