The work is bespoke. Most of the hours are not.

Service firms defend customisation they have never measured, and the delivery record usually shows the variation sits in a much smaller place than anyone assumed.

Abstract bridge artwork for The work is bespoke. Most of the hours are not.

Ask the owner of a professional services firm, a specialist installer or an agency whether their work can be standardised, and the answer is almost always some version of no: every client is different, every site is different, every brief is different. It is said with conviction, and it is rarely tested. What makes it interesting is that the delivery record, timesheets, job files, project logs, even a rough reconstruction from memory, tends to tell a different story. Not that the work is identical, but that the variation is concentrated.…

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