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“The cave you fear to enter, goes the ancient proverb, holds the treasure you seek.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“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 market research. “If we had asked the public what they wanted,�� he explained, “they would have said ‘faster horses.”
― Marty Neumeier, The Brand Gap

“1) Who are you? 2) What do you do? 3) Why does it matter?”
― Marty Neumeier, The Brand Gap

“A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to the most distant customer.”
― Marty Neumeier, The Brand Gap

“We just go where we want to go, do what we want to do, and become who we want to become. We want to be unique, but we want to be unique in groups. We want to stand out, but we want to stand out together. In the age of easy group-forming, the basic unit of measurement is not the segment but the tribe.”
― Marty Neumeier, Brand Flip, The: Why customers now run companies and how to profit from it

“There is no great genius without a mixture of madness. —Aristotle”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company. Is it clear enough and unique enough to pass the swap test? RELEVANCE asks whether a brand expression is appropriate for its goals. Does it pass the hand test? Does it grow naturally from the DNA of the brand? These are good questions, because it’s possible to be attention-getting without being relevant, like a girly calendar issued by an auto parts company. MEMORABILITY is the quality that allows people to recall the brand or brand expression when they need to. Testing for memorability is difficult, because memory proves itself over time. But testing can often reveal the presence of its drivers, such as emotion, surprise, distinctiveness, and relevance. EXTENDIBILITY measures how well a given brand expression will work across media, across cultural boundaries, and across message types. In other words, does it have legs? Can it be extended into a series if necessary? It’s surprisingly easy to create a one-off, single-use piece of communication that paints you into a corner. DEPTH is the ability to communicate with audiences on a number of levels. People, even those in the same brand tribe, connect to ideas in different ways. Some are drawn to information, others to style, and still others to emotion. There are many levels of depth, and skilled communicators are able to create connections at most of them.”
― Marty Neumeier, The Brand Gap

“Great ideas are not polite. They never say they’re sorry. They don’t try to fit in. On the contrary, they force the world around them to make changes in self-defense.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“Miles Davis once said: “Do not fear mistakes—there are none.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“Creativity is the discipline you use when you don’t know the answers, when you’re traveling to parts unknown. On this type of journey, missteps are actually steps. Every mistake brings you closer to the solution.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“All the lessons of invention come down to this: The best design tool is a long eraser with a pencil at one end.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“the lessons of your heroes. Über-restaurateur Reed Hearon said, “If you read two books on a subject written by knowledgeable people, you will know more than 95% of the people in the entire world know about that subject.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“The human mind loves either/or choices. We prefer a choice of A or B. Yes or no. Chicken or beef. Simple choices give us a feeling of control, while open-ended choices give us a feeling of unease. Therefore we’d rather choose between than among.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“In developing talent, hard work trumps genetics.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“When your goal is to describe a vision for the future, information is not enough. People are up to their necks in information. What they need is a way to imagine life after the change, and compare it with life today. That’s why it’s called a vision and not a plan.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“If our rational brains were deprived of emotion, even the most banal decisions would become impossible.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“It now seems possible, even necessary, to reconnect art with science, synthesis with analysis, magic with logic.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“Sift through threats for hidden possibilities. Every threat carries with it the potential for innovation. The problem of obesity contains the possibility of new kinds of nutrition. The problem of global pollution contains the possibility of new energy sources. The problem of high unemployment contains the possibility of new educational models. The list is endless, if you can learn to see what’s not there.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“If a man writes clearly enough,�� said Hemingway, “anyone can see if he fakes.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“flip side: its growing vulnerability. A failed launch, a”
― Marty Neumeier, The Brand Gap

“The hallmark of innovation is surprise. No surprise, nothing new. Nothing new, no interest. No interest, no value. Therefore, creating surprise is a crucial step in creating value through innovation.”
― Marty Neumeier, The 46 Rules of Genius: An Innovator's Guide to Creativity

“They copied all they could follow, but they couldn’t copy my mind. So I left ’em sweating and stealing, a year and a half behind.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“New ideas capture and possess the mind that births them,�� said Robert Grudin in The Grace of Great Things. “They colonize it and renew its laws.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“If you find it hard to describe your idea, don’t fix your description. Fix your idea.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“The truth is, most people love change until it affects them.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.”
― Marty Neumeier, The Brand Gap

“We’ve been trained by Industrial Age marketers to believe anything good is already on the shelf.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“If we can’t find valuable work, it’s not because we’re in a recession; we’re in a recession because we can’t find valuable work. We’ve been confusing cause and effect.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age

“Extreme resistance can be a portent of extreme success.”
― Marty Neumeier, Metaskills: Five Talents for the Robotic Age