“The most innovative designers consciously reject the standard option box and cultivate an appetite for ‘thinking wrong.’” – The Designful Company by Marty Neumeier

Purchase Marty’s book The Designful Company for his thoughts on how designing the way forward is the key to innovation and solving business problems.

1. Designers don’t actually “solve” problems. They “work through” them.
2. Good design is innovative. It does not produce novelty for the sake of it.
3. UX designers need to possess both creativity and vision
4. Design is not just about solving for the negative; It’s about creating a positive.
5. Design is everyone’s job. It takes a commitment from everybody in the company.