Why Do We Need Diversity?- How my experience of living in ten countries influenced my designs - Why design requires diverse perspectives, and a designer's fate to adapt like a chameleon

Why Identity Matters- The trap of the Swiss Army Knife syndrome, which aims to please everyone - Why cars with character, such as the Mini and the Porsche 911, achieved global success

Design Efficiency- Design vs. art: Design is problem-solving - Why you can't create good designs without knowing technology (The Lamborghini Murciélago's air intakes) - Achieving design efficiency: How to create an ecosystem around a product

Design to Increase Purhcasing Power- The irony of the design principle "less is more" and achieving balance - Why the compliment that "it is a good product" should be considered an insult - The lesson of the Audi A2, a car that went ahead of its time

Honoring Company's Legacy- From Audi to Lamborghini: Why I had to be a "ghost designer" in my dream company - The weight of a brand that bets everything on one model, and the designer's responsibility - The realization that designs are borderless

Creating the Adrenaline- The key to designing a sports car: How to appeal to emotion, not logic - The varying design approaches of mass-produced cars and handcrafted supercars (Processes, materials, labor intensity) - My final project, in which I designed everything myself, and my special affection for the Murciélago

Why Logos Matter- Why I left behind a 22-year career to start anew at Hyundai Motor Group - Creating the Genesis brand from nothing: Establishing a design identity, team, and process - The meaning behind the wing logo that has become the face of Genesis

How to Design a Company's DNA- "Power to Surprise": Changing the corporate DNA of Kia by redesigning its logo - The process of creating the Ioniq, a tribute to the Pony, which shapes Hyundai - Designing future mobility beyond cars: Robots and urban aircraft