Sometimes I will give some very vague directions to the designer that I'm working with on a particular project and they'll come back and surprise me with something that really shows a lot of their own 'hand' in it. Other times I'll have a really clear idea about how I want it done and I'll draw it out pretty precisely and say 'make it look exactly like this' and it will be something where it looks like I can say it was 'fully my design'. The work can also range between the two.

A good cook can make something amazing out of even the blandest ingredients. Still, you don't want to eat the exact same dish every day.

Target for example, is just a dot with a circle around it, that's all it is, so if you want a logo like Target, you don't need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.

No one loves authenticity like a graphic designer. And no one is quite as good at simulating it.

Most processes leave out the stuff no one wants to talk about: magic, intuition and leaps of faith.

I have half a dozen designers who work for me, they 'realise' most of the design work, and I act as the design director and the main point of client contact on each project.

If you can announce the Higgs Boson in Comic Sans, clearly anybody can do anything.