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.

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

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.

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

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

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