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.

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

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.

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.

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

In a sense, traditional business is design blind.

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