This is a textbook; don't be fooled. The information in here is so, so important to experience design. I loved how practical each piece was. They did not just explain an idea, but fleshed it out with many examples and often a full chart or worksheet to walk you through each step on your own, too. Every piece of advice they gave came ready for you to take into your work immediately. Execution was quite dry, but again I should have paid more attention to what I was ordering (from the Columbia Business School) and recognized what I was getting myself into.