“For businesses to bottle the kind of experiences that rivet minds and run away with hearts, not just one time but over and over, they’ll need to do more than hire designers. They’ll need to be designers. They’ll need to think like designers, feel like designers, work like designers. 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 invent a whole new scale.” – Marty Neumeier

Read Marty’s article “Designing the Future of Business” for his thoughts on how design can turn a company into a “powerhouse of nonstop innovation.”

1. The most innovative designers cultivate an appetite for “thinking wrong”
2. Designers don’t actually “solve” problems. They “work through” them.
3. Designers exist to come in, assess what has been failing, and offer up solutions for the future
4. UX designers need to possess both creativity and vision
5. Designers take what is just a faint glimmer in the mind’s eye and give it shape and life