Engineering, medicine, business, architecture and painting are concerned not with the necessary but with the contingent - not with how things are but with how they might be - in short, with design.
Herbert SimonThink of the design process as involving first the generation of alternatives and then the testing of these alternatives against a whole array of requirements and restraints.
Herbert SimonCreativity is no less challenging or exciting when the mystery is stripped from the creative process. The most beautiful flowers grow under careful cultivation from common soil.
Herbert Simon