Designers don’t have the job of experiencing great design. Those they produce designs for have that job. Designers have the job of wrestling subpar design into great design.

Writers don’t have the job of reading great books. Those they produce words for have that job. Writers have the job of wrestling with blank pages and fifth drafts into great prose.

The job is to live and create in ‘the void’ between those two places. To make ‘the void’ a place of work, leaving the appreciation of great works to others.

Average practitioners spend their time with great work.

Great ones invest their time into average work.

Because that’s where the great work comes from.