Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you very far. They key is to let out the leash on imagination, but not take it off the leash. Imagination is the only path to innovation. It's a good example of something that humans do better than machines.

Brand is not what you say it is. It’s what they say it is.

Design is the underlying skill that activates innovation. If you want to innovate, you've got to design.

A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.

Branding is the process of connecting good strategy with good creativity.

Convincing isn't really possible in an age of customer control. Customers hold most of the cards today. They have good visibility into their choices, and they can easily share information with each other. Not only that, they don't like to be sold. But they do like to buy. Your job shouldn't be to convince customers to buy, but to help them buy what they want.

To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.