Innovate

  • It’s design, not strategy, that ignites passion in people. And the magic behind better design and better business is innovation.
  • Radical innovation has the power to render competition obsolete. The innovator’s mantra: When everyone zigs, zag.
  • How do you know when an idea is innovative?
  • When it scares the hell out of you.
  • Expect innovation from people outside the company, or from people inside the company who THINK outside.
  • Make sure the name of your brand is distinctive, brief, appropriate, easy to spell, easy to pronounce, likable, extendible, and protectable.
  • Logos are dead. Long live icons and avatars.
  • Packaging is the last and best change to influence a prospect this side of the checkout counter. Arrange all your packaging messages in a “natural reading sequence.”
  • Avoid the three most common barriers to web innovations: Technophobia. Turfismo, and Featuritis.
  • Bottom line: If it’s not innovative, it’s not magic.