As I embarked upon writing my own review, I nosed around to see what others said - and I was intrigued by the one negative review (sounding quite angry)... This book is based on Lee's (the author's) experience so to discredit it on this ground is a non-issue. It's not claiming to be anything else. And, the book is not written to revolutionise the education system (that is up to tutors). It just says that for this guy and some great people interviewed - design education at college was not as enlightening as it could have been. I am neither a designer nor do I intend to be one but I still find any book about ideas and innovation interesting. What stroke a particular cord with me are the interviews with Paul Smith and Neville Brody. There is so much focus on celebrity and immediate success in creative industries at the moment, especially fashion, so that the journey is almost forgotten. 'Celebrity' culture and immediate gratification is the enemy of creativity and innovation. So it was inspiring to read about Paul Smith recalling the days when he was working Monday to Thursday in order to be able to have his own little shop on Fridays and Saturdays - it took over ten years to become 'Paul Smith'. Similarly, Brody engages with the way education today is about how to find a job rather than it being about exploration; how being recognised is not about being a "celebrity" but it is about making a positive influence. Becoming famous and successful is an end product - that may or may not happen but it is not and should not be a goal. All these issues were prompted by Lee, who was the interviewer. And those 'general' questions about innovation make this book relevant across industries. If I were a young designer, I would definitely pick up a copy but I would not be looking for a method to success. I would use it to learn from Lee's experience that he took time and effort to generously share, be inspired and develop my own critical and creative capacities. That's the gift from Lee to you, the young designer. How you unravel that parcel is up to you. Lida Hujic, author of The First to Know
