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

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

Design can also be used to invent strategic futures, make complex decisions, and craft a bold corporate vision. We need to move design up the ladder of influence.

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

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.

Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you very far. They key is to let out the leash on imagination, but not take it off the leash. Imagination is the only path to innovation. It's a good example of something that humans do better than machines.

In a sense, traditional business is design blind.