What people really want, no matter who they are, is someone to listen to them. ... people have a lot on their minds, however trivial, and if you're simply willing to sit there like a sack of dirt and let them yammer, they will tell it to you.
Chip KiddDesign is a response to a specific problem. You are given a problem to solve, and then you let the problem itself tell you what your solution is.
Chip KiddDesign is, literally, purposeful planning. Graphic Design, then, is the form those plans will take.
Chip Kidd