The most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.

In a sense, traditional business is design blind.

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

A brand is a person’s gut feeling about a product, service or organization

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

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.

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