Ryan McGinness started a design firm called EGO. EGO favors an honest, pragmatic approach to solving problems. Their thoughtful work is in direct opposition to the over-hyped style-based design served up by many other firms. Contemporary design books gravitate towards empty design that is little more than eye-candy. The Difference Between Telling and Selling is a revelatory guide to a more process-oriented approach that provides insight and substance for real-world designers. Featured work includes corporate identities, TV graphics, web site design, videos and packaging for a list of clients including MTV, The Standard Hotel, Meetup, IBM, Lee Jeans, Tokion Magazine and Ungaro. This inspirational book is a must-have for designers seeking to develop substantive content for clients.