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

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.

A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.

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

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

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.