What Stefan Sagmeister talks about in a Viennese coffee house, what Mangalica pigs have to do with good design, and everything that was better before, or at least, not as bad. In ten interviews with clients, Carlos Toledo, Eva Dertschei, Tino Erben, Martha Stutteregger, Stefan Sagmeister and Anita Kern report on their personal experiences with commissions and clients, and provide insight into their individual work processes.

In this dialogue book three generations of graphic designers, all of which studied at the University of Applied Arts Vienna, speak openly about their experiences. With additional text contributions by Erik Spiekermann, Erwin K. Bauer, and Christian Reder, and others.