I realised today that over the past few years I’ve become a big fan of most things ‘direct’.
Direct communication. I’m not a fan of beating about the bush anymore.
Direct flights. Layovers to save money are rarely worth the lost time and inconvenience.
Direct to Consumer businesses. I love the accountability, service, and products from these companies. Ace and Tate’s glasses, Harry’s razors, Eve’s mattresses, All Birds shoes, and Grenade’s protein bars.
The presence of the word ‘direct’ changes the meaning of these concepts, and it makes them all better.