How design can help a business differentiate itself from other businesses.

The best idea is always the one that solves the client's problem.

Successful graphic design will communicate not decorate and will be driven by business goals.

Internal overhead staff, though often highly competent, can never maintain truly leading expertise for two reasons.

• First, leading expertise has to be continually renewed through application to the most demanding problems, and few if any, employees in a company face a steady enough diet of sufficiently challenging problems to keep them sharp.
   
• Second, and more important, competition forces outside experts to hone their expertise continually: No company's internal measurement and reward system is as powerful as the natural force of competition.