Creating work that spreads requires creating work worth talking about.

Creating work worth talking about requires creating something remarkable.

Remarkable is not just something sprinkled on top of an otherwise complete product. Remarkable is baked into the core of anything worth talking about and reinforced at every stage of the design and development process.

Remarkable work requires us to push outward on the existing frame that our work would otherwise fit into, expanding it and distorting it in some way or another to subvert the expectations of the people who engage with it.

There are countless edges we might choose to seek out and push outward against, each causing our work to resonate more deeply with some people and less with others. Each with the potential to build raving fans and virulent haters.

When it comes to creating remarkable work, it doesn’t matter which edge or edges you choose to distort and expand, but if your goal is to create something worth talking about you have to find and choose at least one.

So what will it be?