Smooth, sophisticated, shall-like- these words characterize Industrial Designer Loewys's pseudo-memories and his revolutionary designs which are the subject of this literary expression of self confidence. His early years in France, his parents, World War I, are recalled in the smart, earthy tradition (less true than amusing). The record of the first years in the USA working towards success, are cliche ridden. But on the subjects the author is all exuberance and sincerity, -- beautiful women and fine cooking. He describes his many homes, his servants, his two marriages. But in the main the book is devoted to his career as an industrial designer, what that involves, how he can help clients, the ethics of the profession, colleagues and fellow designers. His friends read like a who's who in business, wealth, science, filmdom and society. As autobiography this was doubtless written with tongue in cheek. As the story of the birth of a new profession, it is stimulating.