From politics to plaid, twitter to tweed, it’s about taking the broadest possible view of ideas, people, places, and things to make better choices for the long road. At the centre of it all is the notion of quality.

Timeless Life.


The idea is taken from the notion of permanent fashion – that some things don’t go out of style; that they wear well and are well worn. These are the things that create the most value over time.



Quality means doing it right even when no one is looking.

Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skilful execution; it represents the wise choice between many alternatives.

Quality is the evidence that at every step someone was responsible. Responsibility can’t be broken down. It’s down to the individual. If more than one person is responsible then no one is responsible.

We can measure quality in all things. It’s not relative. It exists. Quality is not just in the eye of the beholder.

Quality questions create a quality life. Successful people ask better questions, and as a result, they get better answers from the world and from themselves. Curiosity and doubt almost ensure quality.


Sharing a New Story

In this blog, we explore the big questions and share the answers we’ve found so far, along with stories of the journey we’re taking to get the answers.

The world has changed from quality to quantity, and so have we. Economists, government and Wall Street call us “consumers,” and the sad truth is that the world economy revolves around our consumption.

But it can’t go on like this. Just one fact among many: between 1970 and 2012, more than half of the world’s wildlife was lost.


Where are we going?

“Capitalism has produced great wealth and helped lift hundreds of millions from poverty,” writes Stephen Heintz, the president of the Rockefeller Brothers Fund, “But it has also produced deep and growing inequality within many societies and eroded local cultures, traditions and livelihoods.”

The age we live in may one day be called “The end of work”. Whether that’s a good thing or a bad thing is undecided. It’s up to us to figure out where to go from here. It starts with understanding where we are. That’s our responsibility. To get informed. Like a person lost in the forest, it’s impossible to know which direction to go if we don’t know where we are.

There is no one answer. And the thing that helped yesterday might not help tomorrow. It’s too much of a good thing that got us here. So quality is also about moderation.

Timeless Life is about the good life, about quality. The problem is not that these things are mysterious; it’s that they are so simple, immediate and direct.

Our plan is to point to examples we’ve found in our world and share the stories of our search for timeless quality.


John Wesley & Amanda Rae