Design is the underlying skill that activates innovation. If you want to innovate, you've got to design.
Marty NeumeierA genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.
Marty NeumeierA 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.
Marty NeumeierI see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Marty Neumeier