To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.
Designers don’t actually solve problems. They work through them.
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.
Branding is the process of connecting good strategy with good creativity.
Brand is not what you say it is. It’s what they say it is.
A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.
A brand is a person’s gut feeling about a product, service or organization.
The central problem of brand-building is getting a complex organization to execute a simple idea.
When enough individuals arrive at the same gut feeling, a company can be said to have a brand.