Who is the man behind the words, the holder of the brain that imagined into existence the book you're contemplating reading? And does it really matter? Could Chat GPT have written it just as effectively? The edge that Simon Francis has over his Ai counterpart is not his years of senior-level experience as Design Director of a global branding agency, designing compelling identities for multimillion-dollar banks, international resorts and some of the biggest brands in Africa and the Middle-East.Nor is it the decade he spent as founder and Creative Director of a successful graphic design agency in Cape Town where he built powerful brands for clients around the world.No, his one-up is undoubtedly his heart. He has one. And he cares passionately about helping you to achieve better design, so that your brand will thrive long into the future. In fact, throughout his professional career it has been the thing he's enjoyed most - breaking down the design process for clients to achieve more exciting results.The words in the book were written not as a response to someone's input request. They came from the inspired brain of a human, fuelled by passion and presented with love, just for you.