Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

A brand is a person's perception. Of course, it makes marketers nervous to think that marketing is out of their control, but that's why the discipline of branding has emerged.

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

The central problem of brand-building is getting a complex organization to execute a simple idea.

Designers don't actually solve problems. They work through them.

Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

In a sense, traditional business is design blind.