Once you come up with a premise you have to work out how it all happened. It's a bit like coming up with a spectacular roof design first. Before you can get it up there you need to build a solid foundation and supporting structure.
You always want to go out there with the best book possible so I listen to...
Design must seduce shape and perhaps more importantly evoke an emotional...
I don't care how pumped up or psyched you are to start a new diet or a new program - that emotion will fade.
