When I get a request to come up with something brand-new, it’s really hard for me. Really hard. I end up having to invent a problem in order to do it. And that is something I just love doing. It gives me great physical pleasure to solve problems. I remember watching Massimo Vignelli do things over and over again. But each time, they were always slightly different. He found enormous pleasure in finding slightly different ways of doing the thing that he loved to do. Michael Beirut.