New Velocity Sales and Leadership Development needed a guide educating potential prospects on the value of their offering. B2B design tends to be safe and watered-down, so brands that dare to be different and have personality - commonly seen in B2C branding - show confidence, certainty, and leadership. I needed the design to take small risks, such as text off pages, difficult-to-read text in small doses, bold declarations, pages "wasted" on images, and understated branding. I want the reader to subconsciously question the differences from this book to other B2B books in this space. That very result brands New Velocity as the industry leader that it is, one that does not have to follow what everybody else is doing.