Behind the 5.0 rating: the clients I refused

The decisions that last are rarely loud. They give a project enough structure to move, and enough flexibility to remain human.

Nobody remembers the launch. They remember that the invoice was readable, that the sign was legible in rain, that the book did not fall apart in a bag.

The small decisions outlive the large ones because they are the ones people actually touch. We spend our last week on them, not our first.