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Comment by jrochkind1 | Hacker News Reader

Oh man, I've never seen that before. I think the folks at that agency were DEFINITELY high when they came up with that report.

bduerst says it's typical. Are marketting professionals all high?

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Except that it wasn't an agency at all. Kalanick headed the redesign himself, despite admitting that he didn't even know what kearning was when he started. From wired: >>> Most CEOs hire experts—branding agencies that specialize in translating corporate values into fonts and colors—or tap an in-house team. Not Kalanick. For the past three years, he’s worked alongside Uber design director Shalin Amin and a dozen or so others, hammering out ideas from a stuffy space they call the War Room. Along the way, he studied up on concepts ranging from kerning to color palettes. “I didn’t know any of this stuff,” says Kalanick. “I just knew it was important, and so I wanted it to be good.”

http://www.wired.com/2016/02/the-inside-story-behind-ubers-c...

> “I didn’t know any of this stuff,” says Kalanick. “I just knew it was important, and so I wanted it to be good.”

Translation: "I don't know anything about this, but I believe it is important, so I want it to be done right... and I somehow think I am the person to do that." This is why we all repair our own cars using hammers and pliers.