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

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

Design is the underlying skill that activates innovation. If you want to innovate, you've got to design.

I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.

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

Branding is the process of connecting good strategy with good creativity.

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