In Alexander McCall Smith's "A Distant View of Everything," there is a debate about the appropriateness of the motto "Preserve" for different types of businesses. While it works well for a jam-making company, suggesting the act of preserving fruit, it seems questionable when applied to a legal firm. The essence of the motto aligns with the craft of jam-making, where preserving fruits is the key to the product's essence.

The contrast raises thought about branding and the messages conveyed through company mottos. In the case of lawyers, the notion of preservation might not resonate, as the legal profession deals more with justice and representation than with preservation in a culinary sense. This highlights the importance of aligning company values with their identity in the marketplace.