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

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.

Design can also be used to invent strategic futures, make complex decisions, and craft a bold corporate vision. We need to move design up the ladder of influence.

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

In a sense, traditional business is design blind.

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.

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