This was written because we had just completed YearBook 5.

It was about to hit the doormats of our customers.

An ode to paper.

I love what it talks about. (This one is about ‘how to be 1% better each day’ – A user manual for a slow-growth company.)

I love the paper used.

I love the smell of it.

I love how it feels when you pick it up.

I love how our community collects them.

And I also love that most brands have abandoned print.

My learning is always to run the other way to the crowd.

Print is far from dead.

But average print has had its day.

A famous art director once explained to me the magic of when you get all the elements right:

He said it was: 'It’s the authority of print.'

I think about that a lot.