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Why Most Design-Led Founders Fail (And How to Avoid It) | Jordan Nollman, Sprout
Most founders obsess over the product. Jordan Nollman says that’s the wrong game.
“We don’t just design the product. We design the tribe around it.”
In this episode of Why Design, Chris talks with Jordan Nollman, CEO and Chief Creative Officer of Sprout Studios. For over 20 years, Jordan has helped brands like Nike, Bose, and Microsoft create products that don’t just look good — they shape culture.
From launching a consultancy during the 2008 recession to building a multi-disciplinary team across hardware, packaging, UX, and venture design, Jordan reveals what early-stage founders usually get wrong and how design can make or break a company’s trajectory.
👉 If you’re building hardware or leading a design team, hit subscribe now —
this is 45 minutes that will change how you think about design.
What You’ll Learn
🌱 How starting a studio in a recession forced Sprout to out-innovate competitors
🎯 The branding mistake most founders make (and how to avoid it)
👟 What Nike and Burton taught Jordan about community-driven design
📦 Why great products fail without packaging, UX, and marketing in sync
🧠 The rookie errors early-stage teams make around design maturity
🤝 How Sprout partners with founders and VCs to turn design into long-term value
🔄 How Jordan grew from junior designer to CCO while staying hands-on with clients
👉 Enjoying these insights? Don’t just listen — join the Why Design community. Connect with
founders, engineers, and design leaders at teamkodu.com/events.
Memorable Quotes
💬 “If you’re just making objects, you’re already dead. We build tribes.”
💬 “Designers need to speak the language of business, not just form.”
💬 “Culture is the lens we design through. Without it, you’re just making stuff.”
💬 “If you want brand love, you need more than function.”
Resources & Links
🌍 Connect with Jordan Nollman on LinkedIn https://www.linkedin.com/in/jnollman/
🏢 Explore Sprout Studios https://sprout.cc/
🎥 Watch full episodes on YouTube Why Design? - YouTube
📸 Follow on Instagram https://www.instagram.com/whydesignxkodu
🎵 TikTok: @_whydesign
👥 Join the Why Design community → teamkodu.com/events
🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte
🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music
👉 Subscribe to Why Design on Spotify, Apple, or YouTube so you never miss an episode. If this resonated, share it with another founder who needs to hear it.
About Kodu
Why Design is produced by Kodu, a recruitment partner
to ambitious hardware brands, design consultancies, and product start-ups. We
help founders and teams identify, attract, and hire the best talent in
industrial design, mechanical engineering, and product leadership. Learn more
at teamkodu.com.
View all episodes
By Chris Whyte | KoduMost founders obsess over the product. Jordan Nollman says that’s the wrong game.
“We don’t just design the product. We design the tribe around it.”
In this episode of Why Design, Chris talks with Jordan Nollman, CEO and Chief Creative Officer of Sprout Studios. For over 20 years, Jordan has helped brands like Nike, Bose, and Microsoft create products that don’t just look good — they shape culture.
From launching a consultancy during the 2008 recession to building a multi-disciplinary team across hardware, packaging, UX, and venture design, Jordan reveals what early-stage founders usually get wrong and how design can make or break a company’s trajectory.
👉 If you’re building hardware or leading a design team, hit subscribe now —
this is 45 minutes that will change how you think about design.
What You’ll Learn
🌱 How starting a studio in a recession forced Sprout to out-innovate competitors
🎯 The branding mistake most founders make (and how to avoid it)
👟 What Nike and Burton taught Jordan about community-driven design
📦 Why great products fail without packaging, UX, and marketing in sync
🧠 The rookie errors early-stage teams make around design maturity
🤝 How Sprout partners with founders and VCs to turn design into long-term value
🔄 How Jordan grew from junior designer to CCO while staying hands-on with clients
👉 Enjoying these insights? Don’t just listen — join the Why Design community. Connect with
founders, engineers, and design leaders at teamkodu.com/events.
Memorable Quotes
💬 “If you’re just making objects, you’re already dead. We build tribes.”
💬 “Designers need to speak the language of business, not just form.”
💬 “Culture is the lens we design through. Without it, you’re just making stuff.”
💬 “If you want brand love, you need more than function.”
Resources & Links
🌍 Connect with Jordan Nollman on LinkedIn https://www.linkedin.com/in/jnollman/
🏢 Explore Sprout Studios https://sprout.cc/
🎥 Watch full episodes on YouTube Why Design? - YouTube
📸 Follow on Instagram https://www.instagram.com/whydesignxkodu
🎵 TikTok: @_whydesign
👥 Join the Why Design community → teamkodu.com/events
🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte
🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music
👉 Subscribe to Why Design on Spotify, Apple, or YouTube so you never miss an episode. If this resonated, share it with another founder who needs to hear it.
About Kodu
Why Design is produced by Kodu, a recruitment partner
to ambitious hardware brands, design consultancies, and product start-ups. We
help founders and teams identify, attract, and hire the best talent in
industrial design, mechanical engineering, and product leadership. Learn more
at teamkodu.com.