Brainwashing isn't so bad after all.

This is ironic: a blog post about not creating online content. was crashed weeks ago, and while we have some stuff up and are excited to radically re-build, it is actually low on our list.

That's because we are more about the work than talking about the work.

Our main thing is to make the best concrete floors possible. There are not really best practices we can automatically adopt, so we have a culture of aggressive testing and experimentation.  The good news is I am built for this. I may be the president of a multi-million-dollar corporation, but I still come home most days with at least my legs covered in slurry. 

In addition, we are translating our standard operating procedures into content that teaches artisans strikingly faster and deeper than the standard on-the-job-training. Even now, the artisans that come to your job site in an element7concrete truck may have better honed skills than I did in  my prime. How is that possible? Don't most craft companies that grow just make weak copies of the original? 

Not in our case.

We are  deconstructing our processes and even craftsmanship itself, and arranging the skills in a progression that resonates all the way to their subconscious. We disabuse artisans of limiting beliefs, bad habits, and give them knowledge, tools, strategies and tactics to create value in a brilliant way using low-end materials to make  high-end finishes. Since we all brush our teeth, wash our bodies, clean our clothes and homes, why wouldn't we want to organize and/or replace the clutter of our own minds?

All this to say, when you see as polished as one of our floors,  know that we have the goods to deliver on the hype. Stay grinding, my friends. 

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