The quote that leads this post has stuck with me since the first time I heard it. It’s one of the clearest, most compelling articulations of what it means to have an innovative mindset. It reminds me of what we do each time we take on a new brief. More often than not, there’s no pre-written guide, no step-by-step solution. Just the challenge ahead and the direction we believe will lead to meaningful change. Today, much of design practice is standardized, and innovation is often promised at the click of an AI button. Which reminds me of this quote and of how many are seeking their North with the help of a map, instead of using a compass. At North of Now, we have a compass as a brand symbol. One that points at the North. This is our commitment: to help brands navigate the unknown not by retracing old paths, but by defining bold new directions that contribute to better futures.