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

Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you very far. They key is to let out the leash on imagination, but not take it off the leash. Imagination is the only path to innovation. It's a good example of something that humans do better than machines.

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

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

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

In a sense, traditional business is design blind.