is very big on quality movies. Anybody can say that they’re big in quality movies. But it really all boils down to what the word “quality” truly means. Somebody might have a very fast and loose definition of quality. They might think that as long as the movie seems like it’s well-made with enough budget for a good enough cinematography, then that movie qualifies as “quality” movie.

Others are more discriminating. They really couldn’t care less about how smooth the cinematography is. They really couldn’t care less about other production qualities that went into the film. Instead they’re fascinated with the story. They are really looking into how well the movie speaks to the human condition. In this context, quality has a completely different meaning.

Whether you defined quality in purely technical terms or in purely abstract terms, one thing we can all have in common is that looking for quality films takes skill. And the good news is that the skills can be developed regardless of the fact that you’re not looking necessarily of cinematographic products or films. You can be looking for quality sewing machines and still fine-tune the skill.

What is the skill set that you’re trying to develop? It all boils down to having a fixed set of features in mind. In other words, you have a fix set of criteria that you constantly refer to. You keep coming back to these because this guides your selection. You know that when you have a clear understanding of what the criteria are, you can then slice and dice the different products that you come across to make the right informed decision.

Sounds familiar? Well it should. Because when you are reading great movie reviews, competent reviewers always keep coming back to these benchmark values. They know what they’re looking for. They know how to size up and reduce films based on these values. The only open question really is whether these values make sense in your context. That’s the bottom line because the mark of a truly awesome movie review is that the criteria used by the reviewer resonate with the vast majority of Americans.

This doesn’t mean that it has to be absolute. This doesn’t mean that 100 percent of all Americans must agree regarding these criteria. We do operate in some sort of cultural democracy after all. It is a market place out there. So accordingly, as long as 51 percent of people would agree that these criteria make sense and that this should be applied to some kind of movie, then the review would make sense.

The same applies when you’re looking for quality sewing machines. When you use the right criteria to produce the right context, people will understand. People will see that this is valid. But if you come up with completely arbitrary or completely made up or trumped up criteria, your reviews really won’t matter all that much. They’re just educated guesses that seem like that they’re worded properly. But at the end of the day, this doesn’t really help anybody.