New Logo

Yes, a new logo! For those of you who have been around since the beginning of this journey, you’ll have counted this as the third logo (along with two other company names, but who’s counting).

These kinds of things fluctuate early in the life of a startup company, because as a startup, you can never afford to go with “perfect”. Waiting for “perfect” will be too expensive, and most importantly, too late.

This boils down to: you can’t learn from what you don’t put out there; and the learning is far more valuable than getting the product just right. So I aim for about 80% perfect. No, I won’t kid anyone, I’m pushing things out more around 60% perfect now…because I really value learning.

So when I needed a logo for my pitch slides, I just made one. Wait, actually, I only did that after a terrible experience with Fiverr. Don’t get your logo designed through Fiverr. Just don’t. It’s not worth it. I received well below my low threshold of 60%. My experience cost me ten “fivers”, half a day, and many, many facepalms. So after spending all those facepalms, I made that logo myself because I still needed a logo. But at the same time, I hired a real designer to create the logo you see above.

The reason this all matters is because good design is no longer optional for startups; it’s the ticket to entry for being taken seriously. In an ecosystem where first impressions matter, it is entirely worth having a professional designer take a crack at your logo, pitch deck slides, and any other forward facing assets. Good design can make the nearly impossible task of launching a successful startup actually seem possible to those around you. (See: Steve Jobs and his Reality Distortion Field).

Speaking of making things seem possible, I passed a pitching milestone for the Founder Institute accelerator. This one was for five minutes, which is really an awkward amount of time. A standard pitch is expected to be ten minutes. That’s enough time to strike at every part of a business and flesh out critical details. At five minutes, you have to basically do 80% of that in half the time. This tends to leave some details hanging out there; thus the awkwardness.

However, the shortened amount of time does drive a focused pitch, which is good. And when done well, can prompt questions that if prepared for, you can knock out of the building – which is also good. Let’s just say that this time I did well enough, above 60% at least, which is passing in the early life of startups. And I still have lots to learn.

As always, thanks for following along on this journey.

Ben