This is fantastic presentation from Pentagram's Michael Bierut at The 99 Percent conference. Shows how a quiet, humble, and empathetic bedside manner can be such useful attributes in a designer.

Renowned graphic designer Michael Bierut claims that he's not creative. Instead, he likens his job to that of a doctor who tends to patients – "the sicker, the better." Digging into the 86 notebooks he's kept over the course of his career, Bierut walks us through 5 projects – from original conception to final execution – extracting a handful of simple lessons (e.g. the problem contains the solution; don't avoid the obvious) at the foundation of brilliant design solutions.

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