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.

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

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.

Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

Designers don't actually solve problems. They work through them.

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