Introduction

Nearly fifteen years ago a good friend and I started a design company called smashLAB. We began with so much enthusiasm that we failed to properly consider all we had going against us: We worked in a small town; had no clients, prospects, or real experience; and worse yet, the economy was in a slump. While trying to navigate the many varied opinions about what designers should aspire to, we were forced to develop our design capabilities and run a viable business. Although this was tough, we persisted. Over the years, I’ve been sharing the lessons we’ve learned on ideasonideas.com and have recently started a new personal blog at erickarjaluoto.com.

Everything in this book is derived from the experiences we’ve had at smashLAB. We work ...

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