Buy on bread, sell on cheese

If you’re into wine tasting, you know the slogan, “Buy on bread, sell on cheese.” If you’re not, let me unpack it for you. If you want something to accompany wine that will keep your palate clear and allow your senses the greatest chance of making critical analyses, bread is the standard. But if you want something that will make the wine taste better, cheese – or at least the right kind of cheese — will do the job. There’s a parallel to photography. If you’re buying a lens, the best images to look at are pretty terrible photographs: Siemens stars, out of focus point sources, slanted edges, far out of focus images, images with gradual transitions from in to out of focus, and shots with intentional flare – images that are carefully selected to elucidate particular copy defects or lens design characteristics. If you’re selling a lens, you want to provide beautiful images with compositional integrity and emotional depth. Get your customer excited about the potential of the device and get…

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