For centuries, the economy has been developing on the back of increasing productivity. Finding ways to be more efficient so that a better margin or a cheaper price was possible.
It seems however, the situation has flipped. It’s not as efficient for Amazon to drive to homes 10 different times compared to one family going to a store one time.
It’s not as efficient for your favorite restaurant to spend significant amounts of time plating your food in a way that’s more beautiful than the competition.
We’re now in a time where standing out is about doing more that isn’t efficient. Not for the sake of making things complicated, but for the delight of your customer.