Steve Jobs understood the four wheels to success in our industry: design, production, financial and marketing. His vision was total.
Worth repeating: Good design is visually powerful, intellectually elegant, and above all, timeless.
@KombinatType Timelessness is how we measure greatness. Only a few typefaces have stood the test of time, hence we only stick to a handful.
@Ampersanderson Apprenticeship should be supported by education in design history, theory and criticism.
@KLTF Except, there are only a handful of great typefaces.
@shaunpimley Focus on other design elements for expressiveness. Keep typography objective. Stick to timeless ones like Helvetica or Bodoni.
The worse the designer is, the more typefaces he uses.
You cannot have better design unless you have better design schools. It is as simple as that.