Quotes from Adam Morgan

They have come across an aspect of product performance about a brand that is startlingly impressive: that a Land Rover is designed to be able to drive 4,000 miles continually off-road, for example; that the airline I flew in on this morning had a masseuse on the plane that gave me a neck massage when I woke up; or that an ice cream that was forced upon me last night contained preposterously large chunks of Toffee Chocolate Fudge.

A Lighthouse brand is one that has a very clear sense of where it stands, and why it stands there. This sense of self is built on rock—a

In other words, we must all be prepared to answer to Uber's children.

There is a story about Henry Ford that dramatizes the "just enough" philosophy nicely: Ford used to send his people out to scour the scrap heaps of America looking for old Ford engines. Dragging them back to Detroit, they would look for the parts that hadn't worn out and then downgrade the specifications to save money.

a constraint should be regarded as a stimulus for positive change—we can choose to use it as an impetus to explore something new and arrive at a breakthrough.

As Arianna Huffington has put it: "A world of too much data, too many choices, too many possibilities and too little time is forcing us to decide what we value."2

When ambition is exponentially greater than resource, said Prahalad, that's when real innovation happens.

For engineers, designers and other creative problem-solvers, a formal definition of the constraints within which they must work is essential to channel energies and expand creativity.