Foreword / by Tom Peters -- Preface / by Earl Powell -- Introduction / by Richard L. Simon -- 1. The early days -- 2. Joe and Josephine -- 3. How the designer works -- 4. The importance of testing -- 5. Through the back door -- 6. Rise in the level of public taste -- 7. The telephone -- 8. Land, sea, and air -- 9. The open road -- 10. Design in unexpected places -- 11. Working for the government -- 12. The five-point formula -- 13. Relationship of designer to client -- 14. That sordid subject, money -- 15. Not by design -- 16. Why are barns painted red? -- 17. Profile of an organization -- 18. An appraisal -- 19. Re-appraisal -- Illustrations from the 1967 edition.