to tell unique stories you don’t have to be afraid. You have to make first line, there where things happen, alongside the people who make them happen, without backing out. Sure, it’s not easy: it’s a tough job, there’s dust, and cold, and rain, and wind. There are bears and falling rocks. But telling a story well means giving sense to the things, creating identity, building culture. It’s important and beautiful work, and we are up for the extra mile. You have to be present and really concrete, to do something so abstract.