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  • On Design
    "Simple is hard. Easy is harder. Invisible is hardest."
  • On Design
    The experience is the brand.
  • On Design
    "Where you innovate, how you innovate, and what you innovate are design problems."
  • On Design
    "Design's fundamental role is problem solver"
  • On Innovation
    "When people talk about innovation in this decade, they really mean design"
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To design is to make an argument.

Design is rhetoric; not packaging.