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.

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

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.

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.

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

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.