“Moreish” is a word that doesn’t exist in American English, but it should.

We were discussing moreish-ness in relation to oatmeal cookies the other day. What makes a food moreish, something that hits the spot but also leaves a void, leaves you wanting a little more?

At the time, I felt that it requires multi-dimensionality, just enough contrast. When something is too on-the-nose, it isn’t moreish. Cookies without a pinch of salt, tomato sauce without a little sweetness.

Since then I’ve been thinking about moreish-ness a lot outside of the context of food, and the contrast idea stands up.

Outfits, websites, books, relationships. Requires more exploration.

Motivation matters more than talent, and for a particular reason. The craftsman’s desire for quality poses a motivational danger: the obsession with getting things perfectly right may deform the work itself. We are more likely to fail as craftsmen, I argue, due to our inability to organize obsession than because of our lack of ability.