Hasta La Ideas

Max Lipsey‘s studio

For the past ten weeks, I’ve been talking to a variety of American design entrepreneurs about the realities of running an I.D. business today. The designers I interviewed work on a diverse range of products, from antler lamps to gaming headphones, lawn darts to wine-bottle carriers, stacking chairs to Mushroom Insulation. But their day-to-day work lives have a lot in common. This was especially apparent when I asked them to share some advice for other design entrepreneurs—over and over, certain common lessons (and warnings) cropped up in their answers.

So to cap off this profile series, I wanted to share the following seven key recommendations for aspiring and practicing I.D. entrepreneurs. These tips can’t guarantee success (nothing can do that), but they should at least steer you in the right direction.

1. Make a business plan . . . eventually
A surprising number of the entrepreneurs I interviewed admitted to having no traditional business plan at the start. “My studio was totally organic,” Jason Miller told me. “It started from nothing and became a small but functioning business.” What each person did have, however, was passion for their work and a clear vision for what they wanted to achieve. Eventually, a business plan becomes a necessity—but at least at the outset, don’t let your ideas get straightjacketed by a too-rigid focus on business objectives.

2. Let focus be a priority
For hungry young designers bursting with ideas and enthusiasm, one of the biggest challenges is forcing yourself to not pursue every idea. “When you’re starting out, you can do any project,” says ODLCO’s Lisa Smith. “Learning to say no and pick your projects is really important.” Max Lipsey expressed a similar sentiment, ticking off all the questions he asks himself before he pursues a new design idea. Jenie Fu of OgoSport would agree: “Whenever we have these new ideas, we compare the concept against our mission and quickly realize which will work and not work.” Built NY also uses a mission statement to stay true to its core values. And Just Mobile is a good example of a company that has found success by relentlessly focusing on a specific niche.

Models for Jonathan Olivares‘s recent OAC chair for Knoll

3. Find another way to make some cash
Most new design businesses do not make much money at first, so you’d do well to figure out some other method of paying the rent—especially if it complements your design enterprise. Jonathan Olivares has financed his design office largely through writing and research projects. Max Lipsey stays afloat by taking on occasional welding jobs. The founders of ODLCO both teach. Laurene Leon Boym teaches and does consulting work for businesses and cultural organizations. Kevin Williams ran a product-design consultancy while launching OgoSport. Having another source of income can also keep you from rushing a product to the market or otherwise moving too fast in your business venture.

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