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Whether you’re a designer who decides to give your website an overhaul every couple of months or a business owner who is never satisfied with the last set of print materials you had made, we have a message for you: stop redesigning everything.

It’s one thing to have a business card that needs a redesign, but it’s another to wake up every six months and decide to redesign everything from the ground up.

There are lots of reasons to conduct a redesign of a website, product, or print materials, but before anything begins, it’s time to take a moment and consider what really needs to happen.

If you’re a chronic re-designer or you find yourself never satisfied with the latest published iteration, this episode is for you.

Highlights, Takeaways, Quick Wins
  • Design for your goals.
  • Redesign if what people see of your brand on the outside doesn’t match what you want them to understand on the inside.
  • Brand equity and recognition are huge assets for your brand.
  • If your brand expression constantly changes, people don’t know what to expect.
  • Every redesign is a bump in the road for your current audience.
  • A logo isn’t memorable until your brand has made it memorable and that could take years.
  • Chronic redesigning is short term thinking.
  • Introduce your audience to what’s new and help them understand why things have changed.
  • If you find yourself redesigning a lot or being too subjective, maybe it’s time to bring in outside help.
  • Stop redesigning for yourself—your brand is about your audience.
Show Notes
  • 04:22 Cory: I think we might get some angry people today. Why do you think this is a touchy subject?
  • 04:34 Kyle: For designers specifically, the design community very much encourages experimenting, learning new things, and doing things you haven’t done before. Saying, “Don’t redesign something,” sounds like you’re saying, “Just leave it and let it grow stale.” We are referring to a brand identity, and a key piece of a brand identity is making it timeless, where it can last a very long time. There’s a key distinction between those two, but if someone can’t distinguish the two, this may be a touchy subject for them.
  • 05:37 Cory: If you’re not a designer, don’t tune me out, because we have a couple of people and situations we want to address in this episode. I have a level of design background, and when you put up your website and get it done, there’s always this feeling of, “This is so exciting! I got my website up! I’ve got my portfolio and my About page.” Three months down the road, I look at it and I think, “I probably could do that better. I don’t really like that.” I saw another website or I went on Dribbble and saw these things that confused me, because I thought, “Maybe this is what people are looking for?” If I redesign my website, maybe I’ll attract more people that will want to give me their money.
  • 06:30 Then I would think, “I’ll go and see if I can redesign it,” and I wouldn’t be able to, because it was more complicated than my skills allowed. I would get a new WordPress template, slap it around, and think, “This is really good!” Three months later, like clockwork, I don’t like it anymore. It goes on and on and on. These are the things we want to look at and talk about today.

People Considering Redesign

  • 07:01 There are three kinds of people who enter into the redesign world. First, there are the chronic redesigners. They’re never satisfied, never happy with the outcome, they’re always double-guessing their decisions, and they’re always saying, “I could probably do that better, so I’m going to remake this.” There are those people. Then, there are people who do need to do a redesign. Those people exist. Maybe their print material, their logo, or their website is, for one reason or another, not communicating what it needs to communicate. They need to redesign. Then, there are the people who don’t need to redesign anything. They’re fine, they’re totally good, but they’re not sure if they need to. There’s the person who is never satisfied, the person who needs to do some level of redesign, and the person who doesn’t but is always second-guessing.

The defining factor in redesign is whether you design for your goals in the first place.

  • 08:20 Kyle: If you had goals in mind and you wanted to achieve these things for your brand, in all of the previous episodes, we’ve talked about setting your goals and articulating what your brand is about. If you or someone working for you are not working towards achieving those goals, then the end product becomes something you may want to reshape or remold. The chronic redesigner may not have designed for goals. Maybe they designed to make something aesthetically pleasing, and aesthetics can constantly change. The way you want things to look can constantly change.
  • 09:17 Then there are those people who may not need to redesign, but they’re thinking about it because they feel like their goals have shifted. Maybe they feel like things are going in a little bit of a different direction, so they’re wondering, “Do I do this? Do I not?” The third type of person Cory is talking about is someone who really does need to do a redesign. Maybe what they started off doing is really different from where they’re at, or maybe they were in a different place as a designer or they didn’t hire right if they’re not a designer. What they have doesn’t work for them.

When to Redesign

  • 10:10 Cory: Pete asked earlier, “How do you know when something does need a redesign?” I want to talk about the idea of your brand expression. Your brand expression is the way you communicate and connect with your audience. It’s everything that you are doing to convey what your brand is. It’s not just about how someone perceives you, but it’s about how you reach out to your audience and present your brand. Kyle and I love talking about brand as personality. Your brand is a person, in a sense. If I want people to perceive me in a certain way, I express myself in a certain way.
  • 10:55 They can do what they want with that. Brand expression is about saying, “We have a certain mission. These are our values, this is our purpose, and these are our goals, and we want to communicate that to people.” Maybe that’s through the quality of our videos, the content on our website, or the kind of packaging that we use, we want people who have any kind of contact or interaction with us to receive a certain thing about us. We want them to perceive us in a certain way. That’s what your brand expression does.
  • 11:34 When your website, print materials, or logo, which are all wrapped up in your visual identity and your brand expression, do not align with how you want your brand to be perceived and there is dissonance there, that’s when you know that it’s probably time for a redesign.

If what people see of your brand on the outside doesn’t match what you want them to understand on the inside, it’s time for a redesign.

  • 12:20 That’s what brand expression is all about. You want people to understand a certain thing. You know it’s time to redesign when your brand expression and your brand goals don’t align.

The Cost of Inconsistency

  • 12:39 Kyle: People crave consistency. Whether they want to admit it or not, it’s great to have something that’s steady. Your audience wants to have that stability. Imagine that you work in an office. Your boss comes to work every day, and maybe he’s casual. He wears jeans and a collared shirt every day, and you’re used to that. Maybe you have new projects each week and he brings new things to you, and it’s fresh and exciting to work on whatever you’re working on. Let’s say he comes to work one day in shorts and a tank top. Suddenly, you’re thinking, “What is this?” You have to do that double-take thing where you don’t recognize the person.
  • 13:53 Maybe he comes in and he says, “Alright guys, we’re going to change and be more fun! It’s going to be a more exciting environment here.” The next week, he goes back to jeans and a collared shirt. It’s so confusing. Maybe there is that shift, and maybe the company wants to go a different direction. If that’s the case, then he shows up in shorts and a tank top every day for the foreseeable future. The goals of what he wants to create in that environment have changed.

Your audience notices how you present yourself and if that constantly changes, they don’t know what to expect.

  • 14:36 When you say, “I have this new product,” and now your brand identity is changed on top of this new product you’re producing, it’s so much new that it’s hard to perceive it as the same company and understand what to expect from that company.
  • 14:58 Cory: A couple episodes ago, we talked about rebranding (Related: e015 The Pros and Cons of Rebranding). We talked about the idea of brand equity. Everything you’re doing right now, whether it’s building up an online presence through content or your logo, is building brand equity in someone’s mind. You’re building a placeholder that people can recognize you with. Any time that deviates, whether it’s for a good reason or a bad reason, there will be consequences. There will be someone who takes a step back and goes, “I need to realign what I understand about this brand, because it’s different.”
  • 15:45 Brand equity and brand recognition are huge assets for your brand. People know what to expect. Even if it’s not, “I know to expect from this company to get a certain kind of pencil,” maybe it’s, “From this company, I’m going to get a certain kind of quality. I know, when I buy this $30 pencil, that it’s going to be amazing.” You’re building up this reservoir for people to understand about who you are, and every time you do a redesign, you’re letting a little bit of the water out—even if you’re adding a little bit more at the top.
  • 16:28 Any time that you do a redesign, there’s going to be a little bit of an adjustment. Kyle and I were talking about this website yesterday that I used to go to all the time when I was younger. It was this design aggregate, where it pulled in all of these different design feeds. It had Inspiration Tuesdays and Fun Font Fridays, things like that. It had a lot of great stuff, and I really enjoyed it, but it seemed like every three to four months, the entire website would go through a huge redesign. You never knew, when you logged in, if it was going to be the same website you went to yesterday. It was so disorienting.
  • 17:14 The first time I experienced it, I thought it was kind of cool. It was like a new website, and it seemed a lot more organized and a lot cleaner. Five months later, it changed again. They redid their logo and their logo type, the typeface that they had their brand in, and there were all these new colors. Giant bright yellow was everywhere. It was so disorienting. Five months later, they redesigned it again. I stopped going there, but I went back there yesterday, and guess what? It was totally different than the last time I had gone there. It makes me think, “You don’t really know what you’re doing,” even if they totally know what they’re doing.
  • 18:16 I was going to this website that was constantly being redesigned, and I’m not talking about iteration, where something gets moved around. Iteration is very different than redesign. This was a full scope redesign. It didn’t seem like they knew what they were doing, because how could I trust that they believe in what they say? How can I trust that brand?

Every redesign is a bump in the road for your current audience.

  • 19:00 The people who are going to hold on are the ones who will say, “Okay, this is good. I like how you’ve redone your portfolio.” Emily in the chat earlier was saying, “I’m currently doing a redesign, and it’s helping to make everything more cohesive. What I’m projecting with my current website is not what I want people to experience about me. It’s not aligning with my goals or what I want people to understand about me.” In that case, a redesign is good. What people are experiencing is not what she wants them to experience, and what she’s projecting is not what she wants to project. If that’s the case, absolutely. She called it, “portfolio barf.” She said that’s her site right now.
  • 20:03 Her doing a reposition is important, because her brand goals have changed. Every time you do a redesign, ask yourself if this is something that will stand the test of time. Will you be happy with this in a year? Two years? Five years? Can you make this and let it be for a time, so people can understand who you are? Does this match your long term goals? Like Kyle said earlier, constant redesigns are the result of not designing for goals in the first place. I want to take it a step further. Chronic redesigning is short term thinking. All you’re thinking about is, “I like this, so I’ll change it.”

The Power of a Lasting Logo

  • 21:01 Kyle: I’m sure there’s someone out there that’s saying, “You’ve got to redesign occasionally,” and that’s true. The world goes through different times. People like different color palates. Even if it’s the same color, maybe it’s the intensity of the color or whatever. Those things change over time. I want to bring up the Nike swoosh. Nike is a modern company. They have some great advertisements, and in the late teens and 20s, they’re very popular. They’re keeping up with the times. The Nike swoosh itself was created in 1971, and it has not changed, except really minor adjustments that most people don’t even notice, since 1971. They’ve built this brand equity in it.
  • 22:17 If, tomorrow, they changed the Nike swoosh, it’s detrimental to their brand. With someone with a younger brand, that’s easy to look at and say, “Obviously. It’s Nike!” If you’re trying to build a brand that has the same equity as Nike, you can’t keep changing things over and over, or it will degrade your equity. You won’t have equity in your logo, and that’s the big thing I want to talk about in this episode. Of all the things, you logo is a staple. Maybe in the beginning, you didn’t have a good plan or create a good logo. That’s always possible. Try to get a logo that is a solid foundation, that you can take forward with you and create equity for. It won’t have that upfront.
  • 23:10 Maybe people won’t know what to think about it in the beginning, but that eventually becomes a symbol of whatever your company is about, whatever your brand symbolizes. That symbol becomes the embodiment of what you’re trying to do. It gets to me when people constantly change their logo, thinking that, “This will connect with people,” because they want to create a memorable logo.

A logo isn’t memorable until your brand has made it memorable and that’s going to take years.

  • 23:45 It won’t take a year. It will take years to do that. Be careful with changing that. Using Nike as an example again, they’ve incorporated a lot of color into what they do, they’ve changed things over time, and I think they used to use a navy blue and now it’s closer to a black, but they’ve always stayed true to the Nike swoosh. Even the Nike typeface has adjusted over time, but that symbol has not changed. That symbol is really what carries their brand forward. If you see something with that on there, you instantly recognize that brand and what they stand for.
  • 24:36 Cory: Imagine if Nike came out tomorrow and said, “We’ve got this cool new idea! We decided to do away with the 1971 swoosh, and we came out with a check mark, because Just Do It.” You could check it off. People would look at that and think, “That’s the dumbest idea I’ve heard in my whole life.” It would be a terrible idea.
  • 25:05 Kyle: They think that because they’re used to it. If Nike had started that way and built their brand equity and it was a check mark, we’d all say, “Yeah, great. A check mark.”

Consider the Future

  • 25:17 Cory: People do redesigns on a shorter term basis, because if you only have a logo for three months and then you change it a little bit, not many are going to notice or care. The longer you have something built up, the more friction there will be when you make that change. Look at the Verizon redesigned logo that they recently came out with. They did a visual rebrand, and it’s Verizon with a check mark at the end. People looked at it and said, “This is boring.” Before, they had that giant red Z. They decided to do a visual change and have a check mark at the end after what looks like Helvetica, whereas before, they had the giant check mark with the red Z. It was iconic and memorable.
  • 26:22 Now, you look at it, and you think, “You just look like a startup.” They’ve built up all this equity, and with this new redesign, there is friction. I want to be clear about this. Eventually, people aren’t going to care. They’ll look at this current iteration of the Verizon logo and think, “That’s just what it’s been.” As time goes on, people get more and more used to it. I look at the Google logo now, and they had a massive overhaul of their logo and branding last year. 1998 was the last time they redesigned the logo, and it was the Serif blue-red-yellow-green “Google”. They came out with this new logo, and at first, everyone complained. Now, nobody cares anymore. In the future, people are going to get used to it. Ask yourself, “Is this redesign going to be helpful to my audience now, and is it going to be helpful in the future?”

Don’t use the fact that people will forget about their misgivings in the future as an excuse to make a redesign now.

  • 27:48 The reason why I said that I wanted the title to be Stop Redesigning Everything is not because you shouldn’t redesign things. There are some things that need to be redesigned. Absolutely. If it needs to happen, it needs to happen. Stop for a moment and count the cost of what you’re doing. There are a number of things that you’re giving up and other things that you’re not doing as you’re doing the redesign. You might be spending your time redesigning when you could be spending it making money, creating new things, or creating assets for your business. In the time you’re spending redesigning, you could be doing something else.
  • 28:36 Count the cost. Think, “Is this going to be worth it? Is the brand expression I’m creating aligning with my goals and how I want people to perceive me, or does it work right now, and I can continue to build up everything else and in the future I can do some adjustments? Maybe I can do adjustments right now, and in the future I’ll do a full overhaul if need be.” There is always going to be a cost to those things. It’s not that people don’t need to redesign or shouldn’t, but think about what you’re doing. Make sure that it’s not just about your personal preferences.

Use a Case Study

  • 29:13 Kyle: There are some really important steps. First, make a brand identity that can foreseeably last five years or more. Be okay with going with that identity for a while, even if you change the structural layout of your site or minor things, occasionally. Overall, be okay with moving forward with that. When your goals do change or you need to do a refresh, make a case study about it. If you’re hiring a designer, they should make a case study about the redesign they’ve made for you so that you can show it to your audience and say, “This is why things have changed.” We talked about how Emily in the chat is going to change her website. She’s shifting in a new direction, and that’s really awesome.
  • 30:29 In the Community, we understand that. We understand what she’s trying to achieve. She has built up an audience through her current brand and website, even if she doesn’t feel like it quite aligns with her goals. There’s still an audience there. If, at the time she launches her new website, there’s a complete case study that says, “Here’s why things have changed, here’s why some of my branding has changed, and here’s the direction I’m going,” that’s really powerful. I’ve seen a few companies come out with a new logo and they have a case study about it, and it’s refreshing to read that and say, “It’s weird to me and I don’t like that they changed it, but now I understand what they’re doing. They’re moving in a different direction, so things needed to change.”
  • 31:21 That’s better than suddenly showing this new thing to people who are used to what you had before. As in the example earlier with the boss who shows up in shorts and a tank top, if he had a formal gathering and said, “Guys, we’re moving in a new direction. Here’s why we’re doing the things we’re doing and why I’m dressed the way I am today. We’ve made this video for you about where the company is going and why we’re changing,” it’s a better a adjustment than him just walking in like that. Nobody would know what was going on.

If you do redesign, introduce your audience to what’s new and help them understand why things have changed.

  • 32:15 Cory: Your audience is part of your team. It’s not just you and your employees, investors, or your CFO. We’re all part of the same team when it comes to your brand. Your audience needs to be brought along, guided, and included. When people feel included, that builds loyalty. I could have looked at the Google logo and grumbled about it, but I looked at the case study. I feel like they actually cared enough about me to tell me where they’re going, show me their vision, and get me on board. That’s huge. Don’t neglect the audience.

Redesign With a Purpose

  • 33:14 Kyle: For the brand itself, realize that these changes mean you’re going to lose and gain people. If you make a big shift in a new direction, don’t be surprised if your audience numbers start to drop. That’s going to change. If you have a brick and mortar and you change all of your branding, don’t expect the same amount of customers or the same kinds of customers at first. It’s going to change, but it will change in the direction you want it to change as long as you explain and express the change in the right way.
  • 34:09 Cory: Iterations do work. Go to Google and type in the image search, “Pepsi logo rebrand/redesign,” you’ll see what I’m talking about. When they first started in the 1800s, they had this terrible, handwritten “Pepsi Cola.” It was really bad. Then, in 1905, they changed it. In 1906, they refined it. 1906 to 1951, it was the same thing. In 1951, they redid it a little bit again, and that was there for 11 years. In 1962, that’s when you first get the red, white, and blue bottle cap look. 1962 to 1971, it was the same thing. In 1971, they went flat. In 1987, they adjusted the colors slightly, but they kept it pretty much the same. Since 1962, that same red, white, and blue with a similar typeface have been there. It has just been adjusted.
  • 35:29 In 1998, there was a little bit more of a 3D effect, and they made that go out of control in 2005. There’s still the essence of what I recognize. That can work. It’s probably been fine for them. Pepsi has a new one, and I can’t remember when this one was made. It’s still red, white, and blue, but it’s different. It’s not the same shape. It can be this ongoing process. As you age, mature, and grow older, you change. When I was a kid, I didn’t have a beard. Now I do, and that’s okay. I’m still myself. My goals might look a little different, but I’m expressing something a little bit different, and that’s okay. Redesigns, when done properly, can be effective. It can be okay.

What matters are the goals you’re setting out to accomplish, the perception you want people to have of you, and whether your brand’s expression aligns with those goals and that perception.

  • 37:01 Kyle: I think what we’re combating here, really, are the redesigns for the sake of remaking something. From a designer’s or a brand owner’s perspective, some of that can stem from not giving yourself enough to work on within your brand. Maybe you’ve been sitting back. You made this brand, occasionally you put some work up, and you’re wondering what’s going to happen next, so you keep staring at your website. Suddenly, you think, “Oh, I should do a redesign. A lot of people aren’t coming here.” That may not be the issue. I only look at my website a few times a week. I’m hardly ever there. I’m usually out doing marketing stuff or designing new things for my portfolio, which I’ll eventually bulk add to my site.
  • 38:04 I’m not sitting there staring at it all the time. If someone’s sitting there staring at it, they’re not doing those other things. Cory mentioned that earlier. I wanted to reiterate that, because there could be other things you need to do. A redesign may not be what you really need. What you need is to be reaching out to more people, engaging with people, and understanding where you’re going and why you’re not seeing the results you want to see. It’s not always about your brand identity. Sometimes, it might be about how you’re doing all the other things in your company.

Your Preferences Don’t Matter

  • 38:46 Cory: Your design is not for you. The things you make are not for you. They’re for your audience and your customers. People forget that. When it comes to branding or their website, they think, “I need to make it look so good, because I need to like it!” I’ve had so many conversations with clients or with this design-by-committee group, and they’ll say, “I like this. I don’t like that.” Guess what? It doesn’t matter. It’s not about you. It’s not for you. It’s for the people who are going to be visiting your website. If their preferences are pink and your preferences are green, guess what? The website is going to be pink, because you are trying to reach a certain audience, a certain type of person.
  • 39:39 Your preferences, your whims, and what you like all take a backseat to what will effectively reach the people you’re trying to reach. It could look great to you, but if the person you’re trying to have as a customer goes to your website and isn’t intrigued at all, they’re going to bail. They’re going to find someone else’s website that attracts them, and they’re going to go with that person. You lose, because you were designing for yourself.

Stop designing for yourself.

Your brand is about your audience, you you.

  • 40:29 Kyle: As a designer, there are times when you might make something for someone else and they say, “I don’t know about that. It’s not exactly what I was thinking of,” but once they incorporate that and start using it, they fall in love with it because their audience has fallen in love with it. That takes time. We keep coming back to this, but we haven’t really focused on it—a lot of this takes time. For your brand to build equity, it takes time. For your logo to sink in as something recognizable to people, it takes time. For your website to seem like something you’re really proud of and happy about, it takes time.
  • 41:17 When I first set my website up the way it is now, it looked pretty much exactly like it does now. To me, there were things I felt like I could do, and I worried that people wouldn’t like or enjoy it. It was about the audience and who I want to appeal to, so I left it. I kept going with it, and a year and a half later now, I’m really proud of that website. I’m proud of what it has accomplished, and a lot of people from my target audience have said that they enjoy the experience there. Now, it’s something I’m hesitant to do anything to, because it’s become a staple that people are excited about.
  • 42:05 Along the way, there are things that change. Things have been repositioned a little bit because I ran across certain issues. There have been certain iterations to it, but overall, the integrity of what it is has stayed the same.
  • 42:22 Cory: As long as it’s usable! If you do a website design and it’s terrible, please redesign it. Let’s be honest. There are a lot of brands who have spent lots of money on a rebrand and put it out there, and everyone said, “This is gross. I will boycott your company.” They say, “Just kidding! We’re going back to what we had.” If what you have is not usable, redesign it. If it doesn’t work, fix it. I keep laughing, because I keep thinking of things that need redesigning. I think of when healthcare.gov got launched in the United States a couple of years ago, and it was horribly unusable.
  • 43:18 No one could use it. It was down, it was crashing. It was a nightmare. Please, fix it. If there are iterations that you can do that will make the current state of it better, absolutely do that. If those iterations are not going to cut it and it’s really bad and your audience or customers are having a terrible experience, it’s time for a redesign.

Design Toward Your Goals

  • 43:35 Cory: Neil asked earlier, “How do you keep your design choices objective when you’re designing for yourself? I find myself being too subjective, resulting in needless redesigns.”
  • 43:57 Kyle: Goals. Have goals. I understand what he’s talking about, to a degree. You want to go to 100% quality, because it’s your own thing. You’re very invested in it, and it’s not that you don’t do the same thing for clients, but you feel that it represents the best of the best you can do. That’s not necessarily the case, but it has to be good for the goals it achieves. It has to achieve those goals, and it doesn’t have to be your masterpiece to be a good logo or a good brand identity for you. It just needs to accomplish your goals. If you’re not looking at goals while you’re designing it, you’re doing yourself a disservice. It will be subjective.

When designing for yourself, the only way to be objective is by trying to reach an objective.

  • 45:06 Cory: I don’t know if this is Neil’s issue, but I used to always run into constant comparison. I was trying to find inspiration by going on Dribbble, Google, the latest inspiration website, Pintrest, making a mood board, and thinking, “Maybe I could make it look like this? Maybe I could make it look like that!” Stop. Don’t do that. Step back. Set your goals first. If it needs to act in a certain way or look a certain way and you don’t have those skills, it’s time to hire somebody. Even Steve asked this, “If you find yourself redesigning a lot, do you need outside help from a professional that’s not yourself?” If you’re a chronic redesigner and you’re never satisfied, I challenge you to save up $20,000 to $30,000 to give to somebody to make it work.
  • 46:13 You’re going to feel the burn. You’re going to have to find somebody you trust completely to execute your goals correctly. You’re not losing anything personally as you redesign. You don’t feel the burn, because you think, “This could look good. I’ll make it look like that website or that business card.” If you hire somebody and give them a lot of your money, you meet with them and go over an eight month process to make this happen, you’re going to feel the burn. You’re going to trust them. You won’t be too fast to redesign again, because you’re not going to want to pay somebody $30,000 again. If you don’t have $30,000, understand what I’m saying.
  • 47:03 You’re not losing anything in the moment as you redesign. You don’t feel it. You are losing something, but you won’t feel that burn. If you find yourself redesigning a lot or being too subjective, maybe it’s time to bring in outside help. Save up some money. Stop redesigning, and focus, double up, hustle, to pay a professional web firm or designer and make that happen. Pay a professional who will come in and say, “This is an objective look at what’s happening here.”
  • 48:10 Kyle: Recently, I added a brand mark to my branding. Previously, I just had a logo type, my company name typed out. I wanted to have a symbol, because there were several goals it needed to achieve. My company is named after myself, and I think people connect more with some form of symbol that has some good goals to it and connects to them in the right way. I needed a brand mark, so I laid out all of my goals and looked at who my target audience was. Eventually, I made a new brand mark and I made a whole case study going through my goals. I don’t think the mark is a masterpiece for me. It may not be my favorite thing I’ve ever made, but it really connected with the goals it needed to achieve.
  • 49:23 A lot of people from my audience have started saying, “We enjoy this new mark. It looks great. I like the simplicity. It fits with you well.” I’m not saying that to pump myself up about it, but the point is that if you design for your target audience with those goals in mind, the end result may not be the best thing you’ve ever created. In your mind, it may not be brand new with everyone drooling over it, but your audience is going to love it.
  • 50:04 Cory: Neil had a great idea. He said, “Redesign jar. Money in the jar every time I think about redesigning. Kind of like a swear jar. Maybe it has to be $100 instead of $1.” That’s a great idea. I think I’m going to do a redesign—I better pull out my wallet.