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

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.

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

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

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

Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

In a sense, traditional business is design blind.