.

Agency
The Martin Agency

Role
Art Direction

Date
2017

2017
Martin
Resolutions

86-year-old Jiro wakes up
every morning and goes to
work making sushi.

He works not because
he has too, but
because his craft
defines who he is.

He wants to improve,
to continually improve.

He is already the best
in the world, the best
in the business, yet
he wakes up every
day appreciating the basic
truth that drives him to
work every day:
he has not achieved
perfection. In his own words,
“All I want to do is make
better sushi.”

He has achieved the
status of Shokunin.

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