Another smart ideas by @talanhorne sir...
It was fun to see some of the inspiration behind Kidd's designs, especially for his book covers, but I think the book totally fails at it's perceived purpose: to illustrate the importance of judgement and first impressions. It spends about 25 pages talking about that subject and the remaining 100 or so delving into his design process. His book covers are undeniably brilliant, don't get me wrong, and it's worth checking out just to get some background info on his thought process in creating them. I just think it's strange that this book of all books would pull a bait and switch like that.

Also, considering how many winks and nudges there are at the reader in this, Chip Kidd plays it completely straight when he talks about what kind of Chips he ate when he was a Kid. I found that odd...
Cheers~~~