Stop ruining it | Seth's Blog

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Stop ruining it

Paul McGowan makes stereos. To paraphrase his insight: The musicality isn’t a feature you add to an amplifier. It’s what’s left when you stop ruining it.

To expand: Customer delight isn’t something we add to our projects. It’s what’s left if we don’t ruin it.

Curiosity isn’t simply what’s left after a complete education. It’s still there if the system doesn’t ruin it.

Or perhaps: Satisfaction in our work isn’t created by the boss. It’s what’s left if they don’t ruin it.

And one last one: Trust isn’t something a brand builds with an ad campaign. It’s what’s left if the marketers don’t ruin it.

June 2, 2026

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