To choose one font or any other? Is coffee made with freshly ground beans any different? Is a spotlessly clean glass different from the others? What difference does it make to organize the office? A warm bread just out of the oven, is it a different bread? A napkin which absorbs and other which spreads are both napkins, right? What difference does it make to imagine that things can be better than they are? If a suit is tailored, is it a different suit? Does the genuine attention of people make a difference? What difference does a text easier to read has? A brand with more branding power? When creating, what difference makes you, to be you?