In Chapter 8 of 20 in his 2012 interview, branding and design strategist Ross Floate answers "What Have You Found Most Rewarding About Traveling to New Places?" Floate finds traveling to distant places helps remind him about what is good about his home, Melbourne, Australia. He grounds this in a concept from Sigmund Freud called the narcissism of small differences. Travel experience teaches Floate to determine the amount of time he needs to travel to be successful in business. Ross Floate is a principal at Melbourne, Australia-based Floate Design Partners. Experienced in branding, design and both online and offline publishing, Floate and his team provide marketing services to clients seeking to better communicate business and culture goals via image, messaging, and story. He is a graduate of RMIT University.