The main thing I am seeing is that, though visually everything looks all slick, there is little design work and I feel I am looking at a concept design portfolio. There are a few good ideas but within which parameters are we working…that going in-depth is crucial for a product to actually make it, especially if you are going to use this booklet to convince potential employers. An eye-opener for me was recently at a houseware company I was talking about the value of design when they mentioned that the most innovative and design-rich products actually sold the least well for them, at least so far.