The hard appeals to us, the hard is commercial. The hard is sure and certain. The hard is the thing that we yearn for. As humans we long to be hard, to be formed, to be clear, to be resolute in our existence. The hard makes sense, it makes it easy, it makes us believe and belong.

And anything that stands in the way of this is unhelpful, it is counter productive, subversive nonsense. That needs to be put in its rightful place.

The soft is for the uncommitted, the inconclusive and the indecisive, the soft is for the softies, the losers and the weaklings, the almost rans and the wannabes. The soft is what makes us vulnerable.

Giving people choice is soft.
Telling them what to do is hard.

Giving people responsibility is soft.
Taking control is hard.

Considering the views of others is soft.
Being decisive is hard.

Looking after the wellbeing is soft.
Measurement of output is hard.

We know what we need and what we want, we know what we value and where we excel. We understand what makes us tick. What’s soft is hard, what is hard is soft.

The rest is just a choice.