"Historically craftsmanship was celebrated as much as the ideas, if not more. And I think many still appreciate it when looking at physical objects, like furniture or architecture.

"But with less 'physical' objects, such as services or digital products, there is a tendency to celebrate and value ideas at the expense of craftsmanship.

"When ideas are valued over craft, when the craftsmanship is not appreciated, there can be a tendency to jump from ideas straight to delivery with unrealistic time expectations based on how long it took to generate ideas, maybe concepts. The effort in good craftsmanship is underestimated.

"But where ideas is a sprint, the craft is a marathon consisting of a number of things that need to be done—and done right—for maximum success."

Article: Why Craftsmanship is More Valuable Than Design Thinking