Paula Scher

When interviewing Paula Scher, you kind of know what to expect. That is, that she's a prolific writer and she speaks forcefully, with intelligence and dry humour. What's surprising and refreshing is how inspired she is by uncertainty. She's unafraid to "fail utterly". Despite her giant reputation, decades of experience and huge portfolio, there's still so much that can be learned. More than icon, Paula Scher is inspiration.

CA: How has your role at Pentagram changed over the years?
Well, ironically, it hasn't changed over the last 18 years. When you're a partner, you manage a team and your team is like a little business. You do everything you'd do in your own business, which is: be concerned about which projects are in, how they're staffed, who's doing what, relationships with clients and managing jobs. Then you're also dealing with your partners - sort of the central issues to the whole office.

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