In order to deliver speed at a low price, FedEx had to commit. They made a significant number of choices all focused on that one metric. If you try to ship a very large (but very light) box via FedEx, you’ll discover that instead of costing $30, it costs $450. That’s because it breaks their system, and their system is their superpower. When we think of an artist we admire, we’re naming someone who stands for something. And to stand for something is to commit.
