It’s Sunday afternoon. Winter. Big NFL game is on TV. Quarterback lets the ball fly. A receiver leaps into the air to catch it, but the football hits his hands and drops to the turf. From the comfort of a living room, someone screams, "He should have had that!" WHY? Because a professional makes his job look easy. Practice, experience, learning from mistakes, and the unwavering will to improve hone a person’s skills until the extraordinary appears ordinary. To drop the ball is unacceptable. SO, as a graphics professional my goal is to produce extraordinary visual materials that effectively communicate specific ideas, and in the process, to make it look easy.