When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

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

In a sense, traditional business is design blind.

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.

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.

The best design tool is a long eraser with a pencil at one end.