Why Most Founders Get Design Wrong
From This Is Small Business by Amazon
March 17, 2026 · 18 min · Season 7 · Episode 98
About this episode
Sally Chung discusses the importance of design thinking as a foundational element for business success rather than just an aesthetic consideration.
What if design isn’t the finishing touch on your business but the foundation? Sally Chung thinks most founders have it backwards. They obsess over logos, colors, and aesthetics, while skipping the deeper work that actually determines whether a product succeeds: understanding the user. In this episode of This Is Small Business , Sally – founder of Designpreneurs & Co. and professor at Parsons School of Design – breaks down why design thinking isn’t about making things look good. It’s about validating your idea and building something people genuinely want. From quitting corporate to launch her own startup to teaching entrepreneurs how to de-risk their ideas, Sally shares how design thinking helps you move faster without wasting time or money. If you’re building a brand, chasing product-market fit, or trying to grow smarter – this conversation might save you from your most expensive mistake. Watch the full conversation on YouTube: www.youtube.com/@Thisissmallbusiness In this episode of This Is Small Business , you'll learn about: (05:45) — What is design thinking — and what are the 6 steps every founder should know? (02:02) — How to find opportunity in ambiguity and stop fearing…
People in this episode
Guest: Sally Chung
Topics covered
- design thinking
- user understanding
- product-market fit
- entrepreneurship
- startup advice
- revenue growth
Keywords
- design thinking
- founders
- user validation
- product launch
- revenue increase
- entrepreneurship
- startup
Mentioned in this episode
Organizations: Designpreneurs & Co., Parsons School of Design, This Is Small Business
Places: YouTube
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