Sublime

Start with a growth mindset, the deep-seated belief that your true potential is still unknown. That you are not limited to only what you have been able to do before.

It’s hard to be “best” right away, so commit to rapid and continuous improvements

Being human centered is at the core of our innovation process. Deep empathy for people makes our observations powerful sources of inspiration. We aim to understand why people do what they currently do, with the goal of understanding what they might do in the future. Our first-person experiences help us form personal connections with the people for

The first school is represented by “classic designers,” such as my friends Dieter Rams and Kenji Ekuan, the late Ettore Sottsass, Jr., Mario Bellini, and Jonathan Ives. These designers can run their own studios or be corporate stars. Ten or fifteen years ago, I would have included myself in this group. This school’s approach to design is both logic

Design thinking relies on the natural—and coachable—human ability to be intuitive, to recognize patterns, and to construct ideas that are emotionally meaningful as well as functional.

There’s no one-size-fits-all methodology for bringing new ideas to life, but many successful programs include a variation on four steps: inspiration, synthesis, ideation/experimentation, and implementation.

Belief in your creative capacity lies at the heart of innovation.

The truth is, we all have far more creative potential waiting to be tapped.