There's a time in every designer's life when they've amassed enough experience to "go pro." You know, when your work surpasses "nephew art" and can command real clients at respectable rates. It's at this moment you need to read this book. Too early and some concepts may go over your head, too far down the road and you'll say "I already knew this..."But for folks at that 2-3yr window, THIS BOOK IS LIKE GOLD. Concepts discussed are mature and time-tested, and de Soto will certainly help you run a better design business. In fact, I'd argue that even many experienced folks oughta read this one - our industry is riddled with bad design created by people who think they're above revisiting basics.I really like how he cuts right to the chase - "there are many ways to tackle [ABC], but if you do [XYZ] it's gonna work." That's real-world, applicable advice - the kind we're all starving for. It's really damn good.As a side - the actual design of this book is terrific. The cover doesn't really do it justice (although I dig that, too). Funny as it is, I was surprised the first time I cracked it open to find full-color images. It's beautiful and easy to read. I love holding it, thumbing through and feeling the pages. I especially like the elastic band that has helped me keep my place.Kudos to both the author (Drew de Soto) and the publisher (BIS Publishers) - this is a solid accomplishment and you should be proud of the work.