You need to marry the qualitative with the quantitative. It better informs us so we can decide what to do. We can't be afraid of data and analysis. We have to use that lens.

The future is created at the intersection of business, technology, design, and culture. *In the Bubble* is an insightful and delightful explanation of this nexus and of how each force affects the others. Designers often miss a great deal in their educations about the real people who will use and inhabit their work. Thackara astutely illuminates a lot of what designers don't know they're missing.

There is no one, right way to design or develop anything. To a large degree, it needs to reflect the culture  -  especially the innovation culture  -  of a company.

Designers need to be more than ambassadors, they need to be fully functioning and fully aware members of strategic decision-making teams in a company.

User experience is important to strategy.

Strategy is worthless unless you can act on it.

Relationships happen in experiences.