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 gut feeling about a product, service or organization

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

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

Cultures are naturally resistant to change. The same shared mental models that allow large numbers of people to work together efficiently can also keep people from imagining new ways of working together. In many corporate cultures, new ideas are viewed as heresy. But it doesn't have to be that way.

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

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