My creative director approached me about this project in a very hush-hush manner; because the client was our CEO it was seen as a very high risk/reward. Craig and his marketing team were looking to update and revitalize the cover design of his book. It was a marketing goal to shift the focus into branding 'Craig' himself, and so we hired a photographer to shoot him in a few different scenese. We ended up choosing the interview studio setting as it felt like it was inviting the reader to be part of the conversation of the book.
30+ design concepts were presented to him over the course of 2-3 months and we slowly whittled down the options. I chose to utilize the magnet as an aspect of the book design because it's a recurring symbol underlying his pedagogic approach to marketing: be a magnet over a bullhorn.
I remember the day at the office when the truckload of books had arrived. It's a really funny and humbling experience helping to offload 10,000 of something you made.