The craft is cool again. more and more young entrepreneurs are embracing the craft. They get their hands dirty again.

In a world of ever expanding knowledge and data, more and more young entrepreneurs are embracing the craft. They get their hands dirty again. They see blood and smell like sweat. The craft is cool again.

We choose imperfection over standardisation. Roasting coffee, brewing beer, baking bread, fermenting vegetables, carving meat we are relearning how our grandparents prepared their food. Why? Because it tastes great. Because it’s deeply satisfying. Because you can make a business out of it. What are the consequences of this and how do you, as an entrepreneur, deal with this?

Read more about crafting in the Reinventing Tradition edition.