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- Designer Alan Moore invites the reader to rethink not only what we produce, but how and why
- By providing examples from Pixar, Apple, Yeo Valley and Blitz motorcycles the reader is encouraged to ask: Is it useful and considered?
- This book will inspire the reader to improve their creative process, raise the quality & craft of their work, and consider the experience as much as the product
- Readers will be inspired to create better things for better reasons
