Jason, the man behind Goruck, had a nice write up about photography. It’s a long read that illustrates his approach and philosophy of his life that made him (and the company) thrives, which can be summed up to this particular bit:

So over the last few years I’ve taken hundreds of thousands of pictures. It doesn’t make me an artist, it doesn’t make me a photographer, but it does make me committed. There are no shortcuts in life, and you gotta put in the work if you want things to work out. It reminds me of the commercials that promise to teach you how to speak a foreign language in a month. Don’t buy them, it’s a total lie. It’s the same with cameras. If you really want to get better, you gotta put in the work and you gotta take your camera everywhere.

Near to the end of the post he wrote something about happiness that also stuck out. It is the values and his approach that made me believe in Goruck’s product, not the product itself. The resulting excellence is just the manifested byproduct, it is the values reflected in them that connects an inanimate object to its creator, and the users, rendering them to life.