In today’s world, knowledge, technology, and skill have reached unprecedented heights. Humanity builds faster and knows more than ever before. Yet, despite these advances, true quality remains elusive. Many products and experiences feel unfinished, broken, or simply forgettable. What explains this persistent gap between capability and excellence?

The Elusiveness of Quality

At the heart of this question lies a paradox: with more resources and better tools, why does quality often feel out of reach? The answer may lie in the shifting priorities of modern production. Many creators prioritize cost, speed, or convenience over the intangible essence that makes something truly remarkable. What is missing is often the presence of craft—the deliberate attention and care poured into making something excellent, not because it is required, but because it matters to the maker.

Craftsmanship: A Cyclical Journey

Historically, craftsmanship was the norm. Before the age of machines, all objects—from tools to furniture—were shaped by hand. These creations reflected the skill and care of their makers. While not everything was perfect, the best works stood out because of the devotion invested in them.

The Industrial Revolution changed everything. Mass production introduced efficiency and scale, but it also distanced the maker from the object. The focus shifted from quality to quantity, from care to cost, and from pride to profit. This pattern repeated itself in the software industry, where small, passionate teams once crafted digital products with pride. Over time, as teams grew and processes became more automated, the sense of craftsmanship faded.

The Rise of Metrics Over Meaning

In the modern tech landscape, metrics often overshadow meaning. Teams are encouraged to “just ship it” or “move fast and break things.” The emphasis is on speed, conversion rates, and immediate results. Judgment and intuition are replaced by data and A/B testing. Craft, in its truest sense, is sidelined in favor of process optimization.

This cycle is not new. As early as 1927, observers noted how the wonder of mass production led to a flood of poorly designed products. The initial excitement over machine-made abundance gave way to nostalgia for the quality and character of handcrafted goods.

The Craft Cycle Repeats

The pattern is clear: craft emerges naturally, technology enables faster creation, and then craft is forgotten—until its absence is felt. This cycle repeats with every major technological leap. The longing for quality eventually sparks a revival of craft, as people seek out products and experiences that feel authentic and meaningful.

The Impact of AI on Craft

Today, the craft cycle is undergoing another transformation, this time driven by artificial intelligence. AI is not just another tool; it represents a fundamental shift in how things are made. With AI, creation becomes nearly instant, putting unprecedented power in the hands of every user. However, this power comes with a cost: the further separation of judgment and taste from the act of creation.

With each AI-generated prompt, the goal is not just to outsource labor, but to outsource the very essence of craft—thinking, intuition, and care. Yet, true quality cannot be fully automated. The qualities that make something excellent—attention to detail, a sense of rightness, and a commitment to the user experience—require deep involvement in the entire process.

Craft as the Pursuit of Quality

Craft is the foundation of quality. When something is made with care and attention, it possesses a certain indefinable quality—what architect Christopher Alexander called “quality without a name.” This quality is objective yet elusive, present in things that feel alive and right, even if the reasons are hard to articulate.

Quality, in this sense, is a feeling—a sense of satisfaction, like a door that opens and closes perfectly. It is something that is recognized immediately, even if it cannot be measured or described.

Quality as a Business Strategy

Despite its value, quality is not always prioritized in business. Many companies believe that quality does not scale, that it is too slow, too expensive, or too precious for the realities of growth. Instead, they focus on immediate metrics and quick wins, assuming quality will take care of itself.

However, some organizations have proven that quality can be a powerful differentiator. For example, in the crowded market of issue tracking tools, one company stood out by making quality its central mission. By focusing on the entire customer experience, they created a product that felt just right. This commitment to quality created a gravitational pull, attracting users and fostering organic growth through word of mouth.

Building for Quality: Practical Principles

How can organizations build for quality in the modern era? The following principles have proven effective:

• Quality as the North Star: Every decision is evaluated by whether it improves quality, not just speed.
• Intuition and Customer Feedback Over Data: Teams trust their sense of what feels right and listen closely to users.
• Hiring for Craft and Care: New hires are selected based on their attention to detail and commitment to excellence.
• Small, Empowered Teams: Small groups with good judgment make better decisions than large committees.
• End-to-End Engagement: Teams remain involved from concept to completion, avoiding assembly-line development.
• Internal MVPs: Incomplete products are tested internally before public release.
• Zero Bugs Policy: Issues are addressed within seven days.

The Three Pillars of Quality

Building quality requires three elements working in harmony: belief in the value of quality, the skill and taste to recognize it, and a willingness to care deeply about the user’s experience. These elements form a Venn diagram at whose center lies true excellence.

Quality Is a Choice

Technological progress will always push toward speed and cost-efficiency. Yet, individuals and organizations do not have to surrender to these pressures. Quality is a choice—one that can be made every day, in every project. It starts with the individual and can scale through teams and companies.

By choosing to care, to seek that feeling of rightness, and to make things worth putting a name on, anyone can contribute to a culture of quality. In a world that often favors the quick and the cheap, this choice is both a personal commitment and a powerful business strategy.

Summary

Quality remains rare because it requires belief, care, and craft—qualities that are often sacrificed in the pursuit of speed and scale. Yet, those who choose to prioritize quality find that it creates lasting value, builds loyalty, and sets their work apart. In technology and beyond, quality is not just a goal—it is a choice that shapes the future of every product and experience.

Read more such articles from our Newsletter here.