Before reading the piece I thought you were being dismissive and rude. But no, it's genuinely unclear. "Customers must think you are superhuman." "Create arbit

Before reading the piece I thought you were being dismissive and rude. But no, it's genuinely unclear. "Customers must think you are superhuman." "Create arbitrary rules and rituals." "Become a caricature of yourself." But mixed in with genuinely good (though bland) advice. My guess is the piece is self-aware but sincere. "Riding the line," as you say. I do think there's been a pendulum swing so far AGAINST unattainable expectations and the negatives that come from rockstar mentalities that some have overcorrected. Sincere calls for greatness and achievement can be good, actually. I try to do the "consistent competence" thing but I think I probably should shoot higher, sometimes.