For the outsiders and first-timers entering the market, corporate design is not an add-on, it is part of the soul of the business itself. And it demands fresh ideas unfettered by standard approaches. First Things First! presents real examples from shop owners and mechanics, dentists and organic farmers —businesses discovering corporate design for the first time —as well as from traditionally creative companies like marketing agencies or restaurants, and hotels. With profiles and photographs it explores their novel approaches to corporate design.