“When who we are and what we do are one and the same, we are walking the road of Must. When we choose Must, what we create is ourselves. It is a body of work. When we make something because we Must, not just because we can, it is the difference between disposable products that last a few years and life-affirming movements that sustain generations.” – Elle Luna Should is what others expect you to pursue. Must is your calling, and it connects everything else.

How much do you care?

The simple act of caring already puts you ahead of the rest of the pack.

Lack of care, or laziness, leads to weak efforts, missed opportunities, and failure.

Your best work needs passion, even if you have to fake it.

“When you’re enthusiastic about something, you keep going.” – 

Even if you don’t care, Care.