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

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.

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

Cultures are naturally resistant to change. The same shared mental models that allow large numbers of people to work together efficiently can also keep people from imagining new ways of working together. In many corporate cultures, new ideas are viewed as heresy. But it doesn't have to be that way.

A brand is a person’s gut feeling about a product, service or organization

The most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.