In Chapter 13 of 20 in his 2012 interview, branding and design strategist Ross Floate answers "What is the Source of Your Passion for Design?" Floate defines design as more of a problem solving-based than an aesthetics-based discipline. After establishing his career, Floate finds his work is less about the technical elements of design and more about problem solving as it relates to communication and process efficiency that creates. Ross Floate is a principal at Floate Design Partners.