On design sprints
I lose so much business by keeping it real with startups with unreasonable deadlines.
If you want to build a brand that gets talked about, that gives people a reason to care, & rallies your team—you won’t be able to achieve that in a 2-3 week design sprint.
Design sprints can be valuable if you’re on a budget and want a fresh coat of paint. But don’t expect transformational results by taking a shortcut.
None of the brands you admire—Nike, Apple, Airbnb—achieved great things via a design sprint. They developed a unique POV and used it to craft a promise that resonated in culture.
Getting something done and doing something extremely well are not the same thing. Keep that in mind when refreshing your brand.
