At the end of last week I came across two contrasting views of life and work. The first was on Ben Kay's ad-related blog If This Is A Blog Then What's Christmas. Ben wrote a post entitled "TO CARE, TO PRETEND YOU CARE, OR TO NOT CARE? THAT IS THE QUESTION…" It was prompted by this anonymous comment on his blog:

I no longer give a fuck. I have been in it a long time and they’ve won. We have lost. If you give a fuck you go mad. Just take the money, say “leverage” at meetings, write their stupid ads that make them happy and laugh at them behind their backs.

Ben responded:

All I’d say, as Gandhi would, is ‘be the change you want to see in the world’.

But of course, if you don’t really want to see that change, carry on as you are. Nothing bad’s going to happen, except you could well get to the end of your life and reflect on what might have been in a way that makes you cry quite a lot in front of your grandkids.

I'm with Ben on this one, but the comments on his blog suggest that there are some bitter, disillusioned people working in advertising who just don't care. They don't like their job, they don't respect their clients and they're not proud of what they do. That was a profoundly depressing thought for a Friday afternoon.

But then on Friday evening I watched the documentary Jiro: Dreams Of Sushi.

This film is about 85-year old Jiro Ono, ranked as the world's best sushi chef. He runs a tiny ten-seat sushi counter in a Tokyo subway station and has devoted his life to the perfection of the craft of making and serving sushi. HIs restaurant is the only sushi restaurant in the world with three michelin stars and has an eight-month long reservation waiting list.

Jiro's approach to his work is one of total dedication to excellence and refusal to compromise.

He says:

"Once you decide on your occupation… you must immerse yourself in your work. You have to fall in love with your work. Never complain about your job. Yo must dedicate your life to mastering your skill. That is the secret of success… and is the key to beging regarded honourably."

Jiro is an obsessive perfectionist who lives, breathes and, yes, dreams sushi. He left home as a small child and had no subsequent contact with his parents. His life has been devoted to his work in a way that has meant sacrifices in other areas. This is an extreme approach to mastering one's trade. But I found it inspiring to see how this level of commitment can raise something as apparently simple as sushi preparation (though that notion may be naivete on my part) to the level of a higher calling, and the accomplishment of a life's work worthy of great pride.

If that attitude of uncompromising excellence can be applied to sushi, then it can also be applied to whatever occupation you decide upon. Even advertising.

The film is beautiful and thought-provoking. It presents sushi preparation as an almost mystical ritual. Jiro descrbes himself as 'ecstatic' in his work and we get a sense of that as we watch his intense concentration. The way that he guides and encorages his sons and staff to apply the boss's standards to their own work reminds me of the best ECDs I've worked with. They can be exacting task-masters but they achieve extraordinary results. Interestingly, he is just as particular about his approach to servicing his clients. He does not pander to requests for frippery such as appetisers: he only does sushi. But he does care deeply about his customers' dining experience being perfect and treats them with the utmost respect. (Though I can imagine that for some diners it might be disconcerting to have him prepare the sushi directly in front of you and then watch you like a hawk as you eat it.)

The final words come from Jiro's son, who says this is what Jiro has taught him:

"Always try to look beyond and above yourself.
Always try to improve on yourself.
Always strive to elevate your craft."

Wise words.