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This book is a tribute to the worst art director/design firm owner I have ever known. In fact, an early working title for the book was “How Not to Be Joe” (name changed here to protect his employees). Most days, the only thing more dour than his face were the faces of his designers. Each morning, he doled out just enough rope for them to hang themselves, and by closing time, he was criticizing them under his breath for not even doing that to his satisfaction. Since he was usually the only one to attend client presenta-tions, only he had the information that was really needed to get any project done right. This information he meted out in incomplete spoonfuls, and when the work didn’t stand up—which in his eyes, it never did—he didn’t even have the courtesy to discuss the matter directly with his staff. Instead, he would stay after hours and actually alter their files.
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