The target audience for this book appears to be folks who enjoyed art classes in school but grew up to be middle managers in marketing departments. I personally found it a bit disappointing. The approach depends heavily on industrial design principles and methods, things that first established the “hate” part of my love-hate relationship with drawing way back in middle school. And worse, the text is written in buzzword-intensive, academic prose, reminding me of how my awkward relationship continued into college. Though the authors are clearly talented artists, their descriptions are often vague and demonstrations frequently hard to match with concepts. Counter-examples would also have been helpful. Also the binding in the hardback edition comes loose from the pages, so if that sort of thing bothers you then consider the digital version.