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

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.

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

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 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.

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

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