The core statement of this work is that new developments are made because good designers copy existing works with the intention of surpassing them. The design itself is also inspired by the topic of copying and uses carbonless copy paper, among other things. The photographs, taken with a blue filter, create the impression of being carbon copies. The 45-degree angle the title is positioned in on the cover is reminiscent of the position in which a “sample copy” stamp is normally placed. The book includes interviews with several designers on the subject of copying, complementing the full-page photographs.