"Design is about people than it is about things. Stand in those people’s shoes, see through their eyes, uncover their stories, share their words"
— R. Curedale in Journey Maps — The tool for design innovation
"While discovery is often focused on the present or the past, pinpointing problem areas and creating a focus for innovation, the ideation phase is clearly future-oriented. Here everything is possible. So whereas perhaps the boundaries of creativity are narrowed during other stages, in ideation boundaries should be wide and subject to challenge participants"
— N. Ind, C. Fuller and C. Trevail in Brand Together — How co-creation generates innovation and re-energizes brands
"Sometimes in semiotics what matters is not what you put into a piece of communication, but what you leave out. In order to represent Elvis you may only need to use part of him. In this case his haircut will suffice. Using a part of something to stand for the whole thing, or the whole thing to stand for a part, is called synecdoche."
— Sean Hall in This mean this, this means that — A user’s guide to semiotics
