Attention must be paidโ is the cardinal rule of design discipline, for the designer is above all someone who pays attention to the situation at hand.
Ralph Caplan...one of hallmarks of a creative person is the ability to tolerate ambiguity, dissonance, inconsistency, things out of place. But one of the rules of a well-run corporation is that surprise is to be minimized. Yet if this rule were applied to the creative process, nothing worth reading would get written, nothing worth seeing would get painted, nothing worth living with and using would ever get designed.
Ralph Caplan