If I looked over the work we completed last year, I would say I am really happy with about three projects. And we worked on at least 15 projects. So that means I let something go 12 times. But I don’t separate the good things from the bad, and I know that many studios do. One company I know says, «This one’s for the meal, this one’s for the reel.» Because I keep my studio so small, there’s not very much we have to do for the meal.

Now, to be clear, those 12 projects that I’m referring to, I’m not embarrassed by them. Most of them have good content, and I would say that all of them were done for clients who have a product that is worthwhile, and they all had a right to be interesting. But for one reason or another, they are not quite where the other three are.

Stefan Sagmeister.