There are jobs that people tend to assume are easy ('how hard can it be'?). You only notice that those jobs are, in fact, really difficult when you appoint people who aren't brilliant.
Making podiums and stage sets and signs so good that people don't notice them is one of those surprisingly difficult jobs. We were very fortunate at GDS to have people who paid attention to that stuff. Mostly no one noticed, that was how you could tell they were brilliant.