Comment by imjk

Reading that document a few years ago lead to an epiphany for me in realizing that there may actually be value in some of the BSing you're forced to do in school. I think human nature leads people to seek deeper meaning and explanations, and the BS assignments force you to create convincing rationalizations that satiate that need. This is particularly true when you're trying to justify spending a lot of money on more abstract things like, say, a logo redesign. From what I remember, Pepsi paid the firm that put together that presentation about a million dollars for that logo. Granted, I think it's a good logo and certainly an improvement on the old, but I don't think that the artist(s) actually looked to Da Vinci's Mona Lisa or the expanding rate of the universe for influence. That's just the BS rationalization that was added later to help them close the deal.