- The Americans – photography book
- He didn;t want to do fizzy drinks or kleenex, opinionated, wanted to use his art to do something good
- Do great work for good people, make a difference
- You need a key insight for the core idea before you get to the identity
- Key insight and core idea – in a presentation
- Address the causes, not just the symptoms
- It’s not just about the money, it’s also about the people
- You can do good work for good people and design can genuinely make a difference