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.

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

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

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

Brand is not what you say it is. It’s what they say it is.