Angela Ahrendts Quotes

I like doing things that are different, unexpected, and where I feel that either the role feels like a natural fit for me or it's a really big swing that I don't know if I'm going to connect on.

Screwing things up is a virtue. Being correct is never the point. I have an almost fanatically correct assistant, and by the time she re-spells my words and corrects my punctuation, I can't read what I wrote. Being right can stop all the momentum of a very interesting idea.

I love to play things that are out-of-the-box. It's just that I don't always get the chance to do it!

But one of the things I learned from improvising is that all of life is an improvisation, whether you like it or not. Some of the greatest scientific discoveries of the 20th century came out of people dropping things.

I didn't think; I experimented.

Our biggest goal is to continue to force ourselves to always start our creative work on a white page and not take advantage of past successes and challenging ourselves.

Originality is simply a pair of fresh eyes.

I really like to experiment. That's the only way I can work. It's instinctive.

Imagination is like the drunk man who lost his watch and must get drunk again to find it.

Originality implies being bold enough to go beyond accepted norms.

I'm always trying to think of things we haven't done.

There is no science in creativity. If you don't give yourself room to fail, you won't innovate.

More or less, I am always saying, 'Let's do what has not been done.'

Sometimes, not knowing what you're doing allows you to do things you never knew you could do.

If we knew what we were doing we wouldn't be entertaining.

I don't have any particular recipe. It is the reason why doing research is challenging as well as attractive. It is like being lost in a jungle and trying to use all the knowledge that you can gather to come up with some new tricks, and with some luck, you might find a way out.

I miss that thing I used to do when I first started out where I would just spontaneously generate ideas and try things and see where they'd go.

What has worked before is never as good as something that has never been tried before, even if it doesn't work.

I want to go out there and do some different things that people are like, "Wow. That's crazy. Why didn't I think of that?"

None of us understand what we're doing, but we do beautiful things anyway.

Today's 'best practices' lead to dead ends; the best paths are new and untried.

If a totally new image is to come into being however, there must be sensitivity to internal messages, the image itself must be sensitive to change, must be unstable, and it must include a value image which places high value on trials, experiments, and the trying of new things.

Everyone is trying to do something that hasn't been done and that's a really good thing. You can only do so much with a story and some scripts don't give you the opportunities and other scripts do give you the opportunities to do things that haven't been done before.

I'd like to do a lot of different stuff. I think it's important as a creative person to keep challenging yourself and keep doing new stuff. If you end up trying to repeat yourself it's death. It just becomes boring and takes the passion out of it. You gotta find stories and characters that you really want to hang out with.

Ad agencies do all kinds of market research that ask people what they think they want, and instead, you should be creating things that you want. If you do something and you get it, the rest of the world will get it, too. Trust your own instincts, your own intellect, and your own sense of humor.