Good read for a ground-up thinking method: considering the user first. Based on case studies for web, print, product and environment. I particularly enjoyed the case studies on Hammermill Paper's tradeshow exhibit, Sagmeister Inc.'s CD cases and Volkswagon's Turbonite website. The book is bit dated, which explains why I found it so cheap at a sidewalk sale. For example, the computer graphics are not up to current standards, the cell phone example is a high-tech brick, the Turbonite commercials and website are several years old and CDs are less in fashion now.