- Title Pages
- 1. Isn't There a Better Way?
- 2 What Is Wrong with the Machine?
- 3 Go West, Young Man!
- 4 The Enchanting Résumé
- 5 Specify! Specify!
- 6 The Secret of the Lightweight Panel
- 7 A Single Organizing Principle
- 8 The Rush to Patent
- 9 Arriving at the Square
- 10 It's Beautiful, Now Make It Accurate
- 11 Beginner's Luck
- 12 Price Is the Object!
- 13 The License to Fail
- 14 Embracing the Critic
- 15 In Pursuit of a Business Deal
- 16 License It!
- 17 The Mismanagement of Product Development
- 18 A Scale Approved for Trade
- 19 The Effortlessness of Informed Design
- 20 The Company Motto Is “Light and Thin”
- 21 The Happy End Version of the Tale
- 22 Either Things Go According to Plan or There Is a Story
- The Tale of the Scale
- Oxford University Press
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