founders love asking one question first: “how much?” fair question. but after years of doing this...founders love asking one question first: “how much?” fair question. but after years of doing this...
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Kaleab Eshetu
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• 6h
founders love asking one question first:
“how much?”
fair question.
but after years of doing this, i’ve learned that price usually isn’t the first thing we need to figure out.
the first question is:
“what are we actually trying to fix?”
two founders recently came to me for almost the same thing:
a brand refresh.
one came with a solution already picked: make the logo system match a favicon direction she liked.
the other came with the actual problem: the platform’s branding was overpowering the independent businesses using it.
same general ask.
very different starting points.
once the problem was clear, the direction, scope, process, and price were much easier to define.
“make X look like Y” gives me a direction.
“X isn’t working because of Y” gives me a problem to solve.
and that’s what you’re actually hiring a designer for.
founderstoriesbrandingstartupbranding
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