We won’t remember the commercial, the logo, or the jingle, but we will always remember how a brand (and in turn, a designer) makes us feel. In this 99U interview, legendary designer Michael Wolff shares lessons from a career spanning over five decades. What separates a good designer from the rest of the pack, says Wolff, is an unlimited amount of empathy. To do this, approach the world through a child’s mind and have an insatiable curiosity. Ask “why” whenever possible.

Michael Wolff: Never Stop Asking “Why?” was originally published on The Curious Brain

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