It has become such a strong tradition that we politely wait for the entire design team to assemble before cranking it up. If someone falters and forgets to play the song, we miss it; a heavy absence hangs in the air. The song is a checkered flag indicating the start of the work day. It’s a musical ice breaker, a way to keep things light, and a promise that the day holds good things.

I’m not sure who started the tradition, but it quickly stuck. I think, in part, it’s because the song starts off slow and dreamy and ends up loud and fast—kind of like a typical day in the design studio. It also may have something to do with the fact that the lyrics are just about pitch perfect and meaningful.

"I can’t tell you what you’re feeling inside, and I can’t sell you what you don’t want to buy…"

Very appropriate given the nature of our business don’t you think?

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