Why Most Founders Get Design Wrong

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/@ThisissmallbusinessIn 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 failure.(08:36) — How to know if customers will actually pay for your idea?(10:57) — How to launch a product without wasting money?(13:31) — How can better design increase revenue?(15:45) — Where should founders start if they’re not designers?

She didn’t mean to disrupt the gum industry. She just wanted gum that wasn’t made of plastic. When Caron Proschan first found that out, she couldn’t ignore it. One piece of neon-blue gum after a healthy lunch sent her down a rabbit hole that ended with her hand-making natural gum in her apartment.In this episode of This Is Small Business, Caron shares how reading one ingredient label set off a chain reaction – from kitchen experiments and door-to-door Whole Foods pitches in Manhattan to building a factory of her own in Brooklyn.We get into proof of concept, the customer reviews that actually changed the product, and why sometimes not knowing how hard the entrepreneurial journey will be is exactly what gets you started.If you’ve ever looked at a product and thought, “Why is this like this?” – this one’s for you.Watch the full conversation on YouTube: www.youtube.com/@ThisissmallbusinessIn this episode of This Is Small Business, you'll learn about:(01:05) — What happens when you can’t un-see what’s on the label?(04:03) — Andrea tries the gum (and the mints… and the gummies)(04:48) — Can you really build a food brand without experts or investors?(06:27) — When do you know it’s real enough to quit your job?(09:00) — How being on Amazon can help you grow faster and improve your product in real time.(13:25) — Will customers pay more for better ingredients — or not?

What if the biggest thing holding you back isn’t your idea… it’s the way you’ve been trained to think?Ashish Bhatia is basically a therapist for entrepreneurs and in this episode of This Is Small Business, he breaks down why “just be confident” is the worst advice ever, and what actually works instead.As a professor of Entrepreneurship at NYU Stern, Ashish has helped hundreds of founders go from “I have an idea” to “I built this” and he’s here to teach you how to rewire your brain for uncertainty, feedback, and real momentum. You’ll learn why entrepreneurs aren’t “natural risk-takers,” how to stop protecting your idea like it’s fragile, and the simple steps to move faster (without spiraling). Plus: how to figure out what you really want so you stop building a life that looks good on paper but feels wrong in real life.If you’ve been stuck overthinking, waiting for the “right time,” or quietly questioning whether you’re cut out for this… this one’s for you.Watch the full conversation on YouTube: www.youtube.com/@ThisissmallbusinessIn this episode of This Is Small Business, you'll learn about:(01:11) — Mindset isn’t enough… so what actually has to change?(06:41) — The 3 steps to go from “I have an idea” to “I built this”(08:44) — Why you’re scared to share your idea (and how to do it anyway)(11:49) — Opportunity cost vs. “affordable loss” (A.K.A. How to stop talking yourself out of it)(14:20) — Why you need to self-reflect to build a successful business

What do you do when you realize the “safe” path isn’t actually your dream?Brandon Fuhrmann went to law school, passed the bar… and then walked away – because building Cooler Kitchen, a space-saving kitchen brand born in a tiny NYC apartment, sounded way more fun than billing hours forever.In this episode of This Is Small Business, Brandon breaks down how he actually built Cooler Kitchen – from choosing products based on keyword research to scaling in the Amazon store. He also shares how his kids are shaping his next product line and how he built a massive community for sellers through the conference he co-hosts, Innovate, because entrepreneurship doesn’t have to be a lonely grind.If you’ve ever wanted freedom, flexibility, and a life where you can make money while you sleep, this one’s for you.Watch the full conversation on YouTube: www.youtube.com/@ThisissmallbusinessIn this episode of This Is Small Business, you'll learn about:(00:59) — Should I quit a stable career to start a business?(01:56) — Is Amazon FBA the easiest way to start selling online?(04:55) — How do you choose your first product without wasting money?(07:58) — Can you run a business and still be a present parent?(09:52) — What Amazon tools actually move the needle for sales?(10:56) — Why is selling internationally so much harder than it looks?(12:32) — Building a business can feel lonely, so how do you find your people?(15:03) — What’s the number 1 mindset shift new entrepreneurs need to survive?

What if the thing everyone avoids talking about is actually your best business idea?When Katie Diasti realized how awkward and outdated period care still felt, she didn’t wait for someone else to fix it. She built Viv – a brand rooted in honesty, education, and actually listening to people.In this episode of This Is Small Business, Katie shares how a college class project turned into a real company, why she said no to a full-time job offer, and how asking one simple (and slightly uncomfortable) question unlocked product-market fit.From dorm-room “period parties” and scrappy farmer’s market feedback to going viral through education and scaling with intention, this conversation is about building by listening first – and being a little delusional in the process.If you’ve ever thought “this should exist already” or wondered what happens when you actually bet on yourself, this one’s for you.Watch the full conversation on YouTube: www.youtube.com/@ThisissmallbusinessIn this episode of This Is Small Business, you'll learn about:(00:26) — Why Viv Needed to Exist (03:10) — Listening Before Building (05:21) — Saying No to the Job Offer(07:51) — Funding, Fulfillment & “Touching Cardboard”(10:03) — Social Media, Trust & Education(14:56) — How Amazon Helped Get Viv into Retail(17:29) — Advice for Young Founders

Running a business is more than strategy and numbers. It’s momentum, pressure, excitement, and responsibility–often all in the same day. It’s making decisions without perfect information, trusting your instincts, and living with the outcome.In This Is Small Business, host Andrea Marquez sits down with founders and creators to talk honestly about what it’s really like to run a business. The highs that keep you going. The moments that make you pause. The decisions that change how you see your business and yourself.These conversations go beyond how companies grow. They get into the emotional reality of entrepreneurship: the confidence, the doubt, the energy it takes to keep showing up. If you’ve ever wondered what it actually feels like to build and run a business, this is the place for you.

Building a business can often seem like a solo mission. But founders who thrive know that success doesn’t come from hard work alone — it comes from having the right people in your corner: those who understand your mission and are invested in your growth.In this Small Business Byte on This is Small Business, host Andrea Marquez dives into how to build, and lean on, a support squad that keeps your business moving forward, and makes the journey a lot less lonely. You’ll hear from Aliett Buttleman of Fazit on finding like-minded peers who truly understand what you’re building, Katie Diasti of Viv on how showing up consistently can turn connections into collaborators, and Maurice Contreras of Volcanica Coffee on how one conference conversation gave him the exact expert he needed to scale his business.From finding the right peer support, to strategic connections that open doors, these stories show why community is one of your most powerful business tools.What does your support squad look like? Identify the five archetypes you’d want in your corner, then go find them. Share your map with us in a Spotify comment, Apple Podcasts review, or email [email protected]. Doing that will not only hold you accountable but could also inspire another entrepreneur to take their next big step.Sources:If you want to know more about Fazit Beauty, listen to Aliett Buttelman’s story here: How a Small Business Turned One Celebrity Moment into Long-Term Growth - This is Small BusinessIf you want to know more about Viv, listen to Katie Diasti’s story here: How a College Student Turned a Class Project into a Scalable Business - This is Small BusinessIf you want to hear more about Volcanica Coffee, listen to Maurice Contreras’s story here: How Volcanica Coffee Left Comfort Behind - This is Small Business

Every small business owner dreams of seeing their product go viral. It’s exciting to imagine your business blowing up out of the blue, but these moments aren’t as random as they seem. What looks like a sudden spike in attention is often months of preparation, small bets, and calculated risks coming together at just the right moment.In this Small Business Byte on This is Small Business, host Andrea Marquez breaks down how founders can spark and sustain viral moments and turn them into long-term growth. You’ll hear from Aliett Buttleman of Fazit Beauty on how she built relationships, systems, and supply chains long before Taylor Swift wore her freckle patches and sent orders soaring. Plus, Kangaroo Hanger founder, Angus Willows, shares how setting hard deadlines and being persistent all paid off when he woke up to a million views on his video.From building systems to consistent experimentation, these stories show that virality is as much about preparation as it is about luck.What’s one small step you’ll take to make your next viral moment count? Share it with us in a Spotify comment, Apple Podcasts review, or email [email protected]. Doing so could inspire another entrepreneur’s next big move.Sources:If you want to know more about Fazit Beauty, listen to Aliett Buttelman’s story here: How a Small Business Turned One Celebrity Moment into Long-Term Growth - This is Small BusinessIf you want to know more about Kangaroo Hanger, listen to Angus Willows' story here: How a Small Business Turned One Celebrity Moment into Long-Term Growth - This is Small Business

No one gets it right on the first try. But every great idea has a few misses behind it – because getting it wrong is how you finally get it right.In this Small Business Byte on This is Small Business, host Andrea Marquez explores why the secret to finding your winning idea often lies in what doesn’t work. From testing products that flop to pivoting when plans fall apart, embracing trial and error is what turns experiments into breakthroughs.You’ll hear how Kim Kerton, host of Unemployed and Afraid, tested business after business before discovering her true calling in podcasting. How Aliett Buttelman of Fazit Beauty learned to let go of what wasn’t working and rebuild stronger. And, how Zoya Biglary of Fysh Foods turned a shipping problem into a whole new way to grow.So, what’s one idea you’re ready to test – or even toss out to make room for something better? Share it with us in a Spotify comment, Apple Podcasts review, or email it to [email protected]. Doing that will not only hold you accountable but could also inspire another entrepreneur to take their next big step.Sources:If you want to know more about Unemployed and Afraid, listen to Kim Kerton’s story here: The Business of Reinvention: Why Experimenting is Kim Kerton’s Superpower - This is Small BusinessIf you want to know more about Fazit Beauty, listen to Aliett Buttelman’s story here: How a Small Business Turned One Celebrity Moment into Long-Term Growth - This is Small BusinessIf you want to know more about Fysh Foods, listen to Zoya Biglary’s story here: How Zoya Biglary Became the Internet’s Fruit Peeler to Fund her Business - This is Small Business

Before you pour time, money, and energy into a new idea, how do you know if people actually want what you’re offering? The answer: market research.In this Small Business Byte on This is Small Business, host Andrea Marquez breaks down how to test your ideas before going all in. From spotting market trends and scoping out competitors, to collecting honest feedback from real people, Andrea shares practical ways to validate your assumptions and make smarter business decisions.You’ll also hear from Denise Woodard, founder of Partake Foods, on how early product testing helped her refine her recipes, and Katie Diasti, founder of Viv, on how listening to her customers online helped shape her product line.Market research doesn’t have to be fancy or expensive, it just has to be intentional. Because when you know who you’re aiming for, it’s easier to hit the mark.So, what’s one assumption about your business you’re ready to test? Tell us in a Spotify comment, Apple Podcasts review, or email us at [email protected] that will not only hold you accountable but could also inspire another entrepreneur to take their next big step.Sources:If you want to know more about Partake Foods, listen to Denise Woodard’s story here: Turning Rejection into Momentum: How One Mom Started a Multimillion CPG Brand - TISBIf you want to know more about Viv, listen to Katie Diasti’s story here: How a College Student Turned a Class Project into a Scalable Business - TISB