TASTE WITHOUT INFRASTRUCTURE DOES NOT SCALE. IT PRODUCES MOMENTS, NOT CONSISTENCY.
IF THE TEAM, TOOLING, CATALOG, APPROVALS, AND INTERNAL SOFTWARE DO NOT SUPPORT THE STANDARD, THE STANDARD WILL EVENTUALLY GET NEGOTIATED DOWN.
THE MOST BEAUTIFUL COMPANIES OFTEN FEEL CALM BECAUSE CONFLICT WAS RESOLVED UPSTREAM. THE INTERNAL SYSTEM ALREADY REMOVED THE WRONG OPTIONS BEFORE THEY REACHED THE CUSTOMER.
THAT IS WHY INFRASTRUCTURE MATTERS. IT IS NOT SEPARATE FROM THE BRAND. IT IS THE THING THAT ALLOWS THE BRAND TO STAY TRUE UNDER PRESSURE.