This proven method can unlock hidden value in your brand and products to maximize your success.
Every product is the combination of two things: the solution to a problem and design. Yet most companies don’t know how to maximize the design side of that equation. My proven approach, the Billion Dollar Design Formula, has unlocked sales increases of over 30%, generated a ten-fold increase in revenue and created products that grab attention and outperform in their market.
Fractional Chief
Design Officer
Ready to scale and grow, but not ready for a full-time Chief Design Officer? You're at that pivotal moment where design can make or break your next growth phase. Your products need that competitive edge. Your brand needs to command attention. Your team needs the right strategy and direction that only senior-level design leadership can provide. As your fractional Chief Design Officer, I become your strategic design partner in a long-term engagement—working directly with your leadership team to craft and execute design strategies that drive measurable business results. Design becomes your competitive advantage. Your products stand out. Your brand builds equity. Your growth accelerates.
Billion Dollar
Design Sprint
Whether you're launching something new or repositioning to lead your category, you need the right target and strategy. Work with me directly in an intensive, hands-on, engagement where I partner with your team to shape a product strategy that wins. In just weeks—not months—we uncover your biggest opportunities, clarify your vision, and apply design as a strategic driver for growth. This sprint will deliver actionable clarity, aligned teams, and design-driven value. It's high-impact, and built to move the needle—fast.
You’re losing sales and pricing power without the right design strategy.
Unless you are the category king (and often even if you are), you could be making more sales, charging higher prices, lowering your ad spend and enjoying more success if you simply leveraged the most under-used and misused component in business: design. So many businesses admire the success of Apple, Nike and other top brands without grasping just how much effort and investment these firms put into design. From top talent to better processes, these firms do things differently from most companies. You can achieve similar results even if you don’t have the same resources. You just need the right strategy.
Lack of knowledge.
Whether you’re the CEO, an entrepreneur or a marketing director, it’s not your fault. Business education ignores design & design education ignores business. Compounding the problem is that the designers you work with don’t truly understand how to positively impact your business. I know, I have a BFA in Industrial Design and an MBA. After receiving my MBA the first thing I did was create and teach the Strategic Design course for the Oregon Executive MBA program. I’ve also taught marketing and conducted workshops for Fortune 500 companies.
The wrong target (or no target).
You can’t hit the bullseye if you can’t even frame the target. Most companies don’t know what design will provide the best ROI. And you can’t be timid in setting the target. It doesn’t matter how talented your team is, if they lack proper focus and direction, they won’t be as successful as they could be when making design decisions and guiding brand initiatives. I’ve been creating design strategies for companies like Dell, Intel, Xerox as well as small companies for thirty years.
You're sending mixed messages.
If your design is not properly aligned with your messaging and positioning, your potential customers will be turned off. We are highly visual beings and everything communicates something. Even if you think your copywriting and brand messaging are on point, if your design fall short, you’re leaving money on the table. You need to ensure that your products and all your assets are communicating a consistent, effective, message.
The Billion Dollar Design Formula for creating winning products and brands.
Imagine if you’re products and brand were not only recognizable on site but also highly coveted by customers. Businesses and brands thrive when they have either an iconic product or an iconic signature brand element and yes, there is a formula that can help achieve this. I’ve used it effectively throughout my career. I’ve created a simple, actionable formula and frameworks to guide you from understanding to action in order to boost your results so that you and your company achieve, and even exceed, your goals.
I’ve helped companies
just like yours.
From start ups to the Fortune 100, I’ve worked with companies on new products, innovation and branding in industries ranging from consumer electronics to sporting goods to medical devices. Software to soft goods. I’ve learned how to zero in on the right design that can increase sales and achieve business objectives.
Designs have generated over $10B in sales.
Over 20 design awards
30+ years in design & business
Some Results
ACV up 1,000%
Owl's software was underperforming its potential. A complete redesign allowed the company to increase its prices, growing annual contract value by 10x while increasing its customer base.
30% Growth
What do you do when you have the best tech but customers don't perceive it that way? If you're Amfit, you redesign your flagship product to look as good as it performs and watch the sales take off.
Zero to 40% Share
An early example of the formula, this design helped Coleman introduce a new product and gain 40% of the market. The first 'big button' smoke detector, it was exhibited at MOMA.
Hot Listed
Nike wanted to make an impression in the putter categoy. This radical, asymmetrical, adjustable hybrid design garnered a Golf Digest Hot List award.
A Decade of Sales
Part of a forward-looking design language for Logitech that positioned the products as ultra contemporary. The Z506 continued to sell well for over 10 years.
Record-Breaker
Another early example of the formula, this HP Laserjet printer design became their best-selling product introduction in the company's history. Currently on exhibit at Norsk Teknisk Museum.
Successful Exit
After stellar results from the product redesign helped secure a $15.5M seed round, a complete brand overhaul helped attract top talent and an acquisition by NeroFlow.
A Record Year
The first test case, 30 years ago. This line of PCs for Dell helped the company achieve record results. Growing net revenue over 20% due to, as stated in their annual report, "strong product introductions."
Need clarity right away?
I've seen the same patterns repeatedly, from start ups to the Fortune 100, which allows me to rapidly provide you with impactful strategic direction. In a one hour session we will assess your current situation and you'll get clarity on what you're doing well and what critical strategic objectives can increase revenue and build a stronger brand.