While frequently an exercise in navel gazing, which at least Chip Kidd denigrates in his interview, the book provides some validation for a series of creative bromides. Namely:

* hard work is the only path to success, but no guarantee
* many times the only way to know if something is good is to know its finished
* many times the only way to know if something is finished is when you run out of time (about 1/2 the interviewees felt this way)
* being principled about the clients and project you take on is the only way to ensure you have the opportunity to do great work

The inclusion of Vaughan Oliver seems cruel. He clearly pines for pre-computer-based design and has not made the transition as well as the others included here. He also underlines his financial troubles while everyone else seems to disassociate themselves from their material success, or at least wring their hands over it.

The occasional personal reference by one interviewee to another can come off as cliqueish.

Nevertheless, wonderful conversations with Michael Beirut, Chipp Kidd, John Maeda, Milton Glaser, Stefan Sagmeister, Emily Oberman/Bonnie Seigler and others. ( )