Design As Earned Reward

Shaan Puri shares his evolved perspective on design and branding investment, emphasizing that while good design isn't crucial for initial success, it can significantly elevate a business when implemented thoughtfully.

• Design Impact Philosophy:

  • Bad design won't kill you, but good design will lift you
  • Great design costs almost nothing more than bad design
  • The difference is taste, not money
    • Can either pay fancy agencies who have taste
    • Or find someone cheaper who has taste

• Strategic Design Implementation:

  • Don't start with fancy design
  • Begin with simple, basic design
  • Set specific milestones as triggers for design investment
    • "If we get to X, then I'm gonna fancy pants my design"
  • Design investment becomes a reward for achieving business goals

• Context-Dependent Approach:

  • Design importance varies by business type
    • Critical for consumer packaged goods and packaging
    • Less important for SaaS tools
  • Design investment should align with business model and customer needs

• Modern Example:

  • Sam Parr spent $15-20k on branding for Hampton before launch
  • Previously would have considered this wasteful
  • Found it "totally worth it" despite initial hesitation
  • Demonstrates evolution from being overly cost-conscious to recognizing design value

This perspective represents a balanced approach to design investment, treating it as a strategic tool rather than either an unnecessary expense or a crucial initial requirement.