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.

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.

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

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

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.