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INSIDE
 BUSINESS
GRAPHIC
DESIGN
 CATHARINE
FISHEL
60 Leaders Share Their Secrets ofSuccess 
of the 
 
 CONTENTS
Dedication viiIntroduction ix
PART ONE: PLANNING 1Section 1: Setting Goals Is Easy—Finding Them Later Is the Hard Part
Knowing Where You Are Going 
2
Miriello Grafico: Managing Employee Expectations
3
SamataMason: Emulating Client Successes
7
Liska + Associates: Keeping the Big Picture in Sight
11
Rigsby Design: A Constant State of Becoming
15Section 2: Reputation—Boost or Burden?
Can You Hang Yourself on the Hook You 
’
 ve Created for Clients to Grab Onto? 
19
Cahan & Associates: Putting Your Reputation to Work
20
Landor Associates: How to Defeat Complacency
24
Bull Rodger: Reputation as a Control Factor
28
Michael Schwab Studio: Sticking with a Good Thing
31PART TWO: MANAGING 35Section 3: Running a Business That Doesn’t Eat Your Creativity for Lunch
Staying Sharp Creatively and Administratively 
36
Gee + Chung Design: Listening to One’s Heart
37
Mirko Ili´ c Corp: Uncompromising Creative Ideals
42
Sagmeister, Inc.: Find Balance Between Work and Life
46
Terry Marks Design: Seven Postulates for Good Business
50Section 4: You Can’t Paddle If You’re at the Helm
Building on the Star Quality of Your Good Name 
54
Kiku Obata & Company: Taking Turns at the Plate
55
Trickett & Webb: Lots of Small Pyramids
59
Chase Design Group: Delegation, Finally
63
Ted Wright Illustration: Let the Work Do the Talking
67
 
Section 5: How Not to Art Direct Your Staff to Death
Being a Good Manager and Inspirer at the Same Time 
71
Watts Design: Everyone’s an Art Director
72
Fossil, Inc.: Directing Art and Hearts
76
 Vrontikis Design Office: The Gentle Leader
80
Willoughby Design Group: Respect, Perspective, and Stepping Away
83PART THREE: COOPERATING 87Section 6: Together, Wing to Wing and Oar to Oar
When You Know How Your Business Partner Looks in Pajamas 
88
Richardson or Richardson: Dissolving an Office
89
Parham Santana: Together, Day In and Day Out
93
Number 17: How to Stay Best Friends
97
Sayles Graphic Design: Keeping the Business Alive
101Section 7: Design or Get Out of the Way
 How Not to Knock Heads with People Who Are Nearly as Smart as You Are 
106
BBK: A Laissez-Faire Partnership
107
 AdamsMorioka: Divide and Conquer
112
Pressley Jacobs: a design partnership: Reshaping Management
116
Pentagram: To Each His or Her Own Specialty
120PART FOUR: GROWING 125Section 8: Post–Sliced Bread
 How to Behave When You 
’
 re the Latest, Greatest Thing 
126
Concrete: Blind Optimism and Success
127
 VSA Partners: Leveraging Growth through Notoriety
131
Jennifer Sterling Design: Ignoring Fame Altogether
135
 Alexander Isley Inc.: Broadening One’s Base
138
iv
INSIDETHEBUSINESSOFGRAPHICDESIGN
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