Most founders hire a designer to make a logo.

Then they wonder why the logo didn't fix anything.

Here's what they missed: the logo was never the problem. The thinking behind it was. Before I draw a single shape, I ask five questions. Most have nothing to do with design. They have everything to do with your business.

-Who is this actually for. -What people actually pay you for. -Who you lose deals to. -What your brand should never look like. -Where the logo will actually live.

Answer them right and the design almost makes itself.