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 most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.
A brand is a person’s gut feeling about a product, service or organization
In a sense, traditional business is design blind.
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.