As my income went up, instead of buying myself things, I turned to buying time and experiences. It’s a trade-off.

Any creative activity that brings us long-term happiness has friction, which is often accompanied by pain, which is what we usually call problems. I call them good problems.

I figure it is only fair we have a name for human-operated vehicles.

Through kaizen, those small incremental improvements, we’re constantly reaching toward tomorrow.

Quality is about the how; kindness is about the why. Kindness is how quality is transmitted between people.

When people pay for my creation, there is meaning in that exchange. It signifies that my effort, my dedication of time, are voluntarily honored by someone’s stored time — which is what money truly is.

We do what I call ‘reverse marketing.’ I write articles, people read them, and in these articles sometimes I talk about what we do. When people get interested in our services, they download our brochure and reach out to us.

This alignment of my and IMA’s why is having soul in the game — when your identity and your work are inseparable, when what you do reflects who you are.

This man goes to the fish market every morning and chooses the best tuna. He doesn’t buy octopus, yellowtail, or any other fish. Just tuna. He knows more about tuna than anyone else alive. I call this quality being a tunaman.