Why Reflex

Why Reflex is a small handle on a large fact. Grip it, and the fact becomes easier to carry.

It is worth keeping in your pocket not because it is always right, but because it is always available. A tool you carry beats a perfect tool you left at home.

What this concept offers is a pause — one extra beat between what happens and what you do about it. Civilisation, someone said, is measured in that beat.

Watch two shopkeepers in the same lane during a lean month. One cuts quality, the other cuts margin. In a year, one has customers and the other has stock.

Money is a good clerk and a terrible master; the arrangement is entirely up to us. Keep the name. Use the pause it gives you. That is the entire homework.