What’s most important? What puts the ink in your pen? Around here, it’s the way we look at things; always from a different angle. Not just the surface. No. To truly understand the essence of a thing, you’ve got to dig way down to the core of its being. Not to get too metaphysical but, when you explore things long enough and hard enough, you’ll eventually arrive at that “ah-ha” moment, when you’ve found its reason for being. When you’ve found its brand. That’s our philosophy.