We are in the business of thoughtfulness; thoughtfulness cannot be faked.
principle — attributed to Marc Friedland
Friedland's foundational realization, going back to his hand-painted greeting card days, is that the work is thoughtfulness. The first cards (one had an Alka-Seltzer packet and read Thanks for Dinner) brought up emotion because they were tactile and individual. The thoughtfulness was visible in the object. The principle generalizes for any luxury communication. Production values can be replicated by anyone with budget. Thoughtfulness cannot be faked because it requires actually thinking about the recipient. Brands and hosts that have thoughtfulness in their DNA produce work that lands. Brands that simulate it produce work that reads as polished but empty.
For luxury brands, event hosts, and communication designers thinking about what distinguishes their work. The principle is most useful as a self-check when production value has outpaced the genuine care behind it.
thoughtfulness, authenticity, hand-painted-cards, luxury