I'm reading MTIV: Process, Inspiration and Practice for the New Media Designer by Hillman Curtis, for the second time. The first time I just skimmed it. You see, I get this 'tude with any book about process, like some I'm-all-that is going to school me on process? But I got a good feeling from skimming through the book. Good enough, as a matter of fact, that now I'm reading it in earnest. Funny thing is, I'm not really focused on the *process part as much as just trying to figure out the path to developing that process. And I'm realizing that I have lots of ideas in development and I need a shop to grow with. Here it's all this head-butting. I came thinking the brand was mediocre at best and that I could work some magic from a clean slate. Problem is, there's a lot of investment in that mediocrity. And there's a lot of self-congratulatory comfort in where we are today. I can't be judgemental, because somehow this works for those to whom it matters. But in MTIV, I'm drawn to passages where he talks about how the process evolved and what the circumstances were that allowed that freedom for growth. That's what I crave. A healthy co-dependency—I nurture as I'm nurtured. So far, my roots aren't breaking through the bedrock into any real ground water here, and I'm getting mighty thirsty. I'm hopeful I'll get by with my reserves while seeking out some heavy machinery for digging. And we'll see what happens when some of the foundations get rocked.