Tim Brown - Collected Quotes

"A culture that believes that it is better to ask forgiveness afterward rather than permission before, that rewards people for success but gives them permission to fail, has removed one of the main obstacles to the formation of new ideas." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009) 

"Although it can at times seem forbiddingly abstract, design thinking is embodied thinking - embodied in teams and projects, to be sure, but embodied in the physical spaces of innovation as well." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Although it might seem as though frittering away valuable time on sketches and models and simulations will slow work down, prototyping generates results faster." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Anything tangible that lets us explore an idea, evaluate it, and push it forward is a prototype." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Design has the power to enrich our lives by engaging our emotions through image, form, texture, color, sound, and smell. The intrinsically human-centered nature of design thinking points to the next step: we can use our empathy and understanding of people to design experiences that create opportunities for active engagement and participation." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Design thinking taps into capacities we all have but that are overlooked by more conventional problem-solving practices. It is not only human-centered; it is deeply human in and of itself. Design thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as functionality, to express ourselves in media other than words or symbols." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Just as it can accelerate the pace of a project, prototyping allows the exploration of many ideas in parallel. Early prototypes should be fast, rough, and cheap. The greater the investment in an idea, the more committed one becomes to it. Overinvestment in a refined prototype has two undesirable consequences: First, a mediocre idea may go too far toward realization - or even, in the worst case, all the way. Second, the prototyping process itself creates the opportunity to discover new and better ideas at minimal cost." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Mostly we rely on stories to put our ideas into context and give them meaning. It should be no surprise, then, that the human capacity for storytelling plays an important role in the intrinsically human-centered approach to problem solving, design thinking." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Prototypes should command only as much time, effort, and investment as is necessary to generate useful feedback and drive an idea forward. The greater the complexity and expense, the more 'finished' it is likely to seem and the less likely its creators will be to profit from constructive feedback - or even to listen to it. The goal of prototyping is not to create a working model. It is to give form to an idea to learn about its strengths and weaknesses and to identify new directions for the next generation of more detailed, more refined prototypes. A prototype’s scope should be limited. The purpose of early prototypes might be to understand whether an idea has functional value." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Prototyping at work is giving form to an idea, allowing us to learn from it, evaluate it against others, and improve upon it." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Prototyping is always inspirational - not in the sense of a perfected artwork but just the opposite: because it inspires new ideas. Prototyping should start early in the life of a project, and we expect them to be numerous, quickly executed, and pretty ugly." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Since openness to experimentation is the lifeblood of any creative organization, prototyping - the willingness to go ahead and try something by building it - is the best evidence of experimentation." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"The project is the vehicle that carries an idea from concept to reality." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"Traditionally, one of the problems with architectural design is that full-scale prototyping is virtually impossible because it is just too expensive." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)

"To be sure, prototyping new organizational structures is difficult. By their nature, they are suspended in webs of interconnectedness. No unit can be tinkered with without affecting other parts of the organization. Prototyping with peoples’ lives is also a delicate proposition because there is, rightly, less tolerance for error. But despite this complexity, some institutions have taken a designer’s approach to organizational change." (Tim Brown, "Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation", 2009)