Here's the unfair reality.
The more you align your efforts with …
a clear intention,
a stated set of values, and
an articulated brand
… the more we'll notice any inconsistencies and the more we'll wonder just what you were thinking. When you've got almost everything right, what's not wrong just seems exceptionally out of place: Can you believe they didn't ___________?
So when you stake out your identity—as an individual, as an organization, or for a product or service—you've got to go "all in."
Because just as the plastic service trays at Teaism in DC are completely wrong for the organic, handcrafted experience they offer to guests, so will any detail you leave unattended cry out to be corrected.