Working with new and emerging businesses over the years has provided me with some insights into the entrepreneurial mindset, one of them is about design. I find the degree of commitment is determined at the earliest stages. When they literally and figuratively invest in design, they understand that significant ideas don't happen in a day, building personality isn't something you can fake, and quality requires dedication. To build significantly different and thoughtfully executed experiences, my definition of design, accept it will be more expensive than imagined, take longer than you had hoped, and require more resources, but the upside is worth it.
Design is too valuable to save for a later date; it's one of the quickest ways to put your brand on the map, grow your fan base, and start establishing your competitive advantage. Glossier is an excellent example of how early design decisions and follow through can bring long-term value. The pink is so iconic now people use #glossierpink to express their allegiance to both the brand and the color. I can imagine if you ask Glossier whether investing in design has been easy or the quickest route, I bet not. Whether it has been worth it, the fact that Glossier has experienced 600 percent year-over-year growth from 2015 to 2016, I will bet yes.