Design Has No Template

The shortest distance between two points is a straight line, but that isn’t the path most traveled by creative thinkers. Straight-line thinking is too restrictive, because there is no template for innovation.

Edward de Bono in 1967 coined the term “lateral thinking.” Corporations often link the words “progress” and “process.” One way to get from Point A to Point B. But, as de Bono explained, “trying harder in the same direction may not be as useful as changing direction.” That’s why our creative brain cells urge us to see things from a new perspective. Reject barriers. Abandon restrictions. Ideas are meant to be freed, not fenced.

For me, generating remarkable ideas is what makes branding and design so exciting. There isn’t one path to success. Neither is there one solution.

When I drive to work, some days I follow my usual route, but other days I try a new way. I see new things. I make discoveries, and still get to the office. And no matter which route I choose, I’ve found sunglasses to be far more useful than blinders.