I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build ….

You can't be a leader by following a leader..

Designers don't actually solve problems. They work through them..

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

The narrow gauge mindset of the past is insufficient for today’s wicked problems. We can no longer play the music as written. Instead, we have to i….

Convincing isn't really possible in an age of customer control. Customers hold most of the cards today. They have good visibility into their choices,….

Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of pu….

Cultures are naturally resistant to change. The same shared mental models that allow large numbers of people to work together efficiently can also ke….

To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions..

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….

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

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 ….

A brand is a person’s gut feeling about a product, service or organization.

Branding is the process of connecting good strategy with good creativity..

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

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 disciplin….

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

A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible..

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

In a sense, traditional business is design blind..

When enough individuals arrive at the same gut feeling, a company can be said to have a brand..