Marty Neumeier

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

— Marty Neumeier

“The cave you fear to enter, goes the ancient proverb, holds the treasure you seek.”

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

In a sense, traditional business is design blind.

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

A brand is a person's perception. Of course, it makes marketers nervous to think that marketing is out of their control, but…

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

“They copied all they could follow, but they couldn’t copy my mind. So I left ’em sweating and stealing, a year and…

— Marty Neumeier

Design can also be used to invent strategic futures, make complex decisions, and craft a bold corporate vision. We need to move…

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier

Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you…

— Marty Neumeier

“Even back in the command-and-control days of the production line, Henry Ford’s decision to manufacture automobiles was driven by intuition rather than…

— Marty Neumeier

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

— Marty Neumeier

“Creativity is the discipline you use when you don’t know the answers, when you’re traveling to parts unknown. On this type of…

— Marty Neumeier

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

— Marty Neumeier

“The hallmark of innovation is surprise. No surprise, nothing new. Nothing new, no interest. No interest, no value. Therefore, creating surprise is…

— Marty Neumeier

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,…

— Marty Neumeier

“Make a sketch, construct a model, or assemble a prototype. Then another. And another. With each attempt, you’ll reveal new possibilities for…

— Marty Neumeier

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

— Marty Neumeier

“Sift through threats for hidden possibilities. Every threat carries with it the potential for innovation. The problem of obesity contains the possibility…

— Marty Neumeier

“What you need beyond that is a facile imagination and the skills to apply it, driven by a passionate will toward a…

— Marty Neumeier

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

— Marty Neumeier

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

— Marty Neumeier