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/@Thisissmallbusiness

In 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?