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Jessica Hische: belief

20 Oct 2024 Lenny's Podcast How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author)

“If we think about the experiences that we have using products, sometimes there's products where there's a ton of fun and delight built into how you use it, and that can happen through brand through design choices and things like that.”

— Jessica Hische

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Speaker
Jessica Hische
Attribution
Verified speaker
Claim type
belief
Recorded
20 Oct 2024
Publisher
Lenny's Podcast

Transcript context

…This episode is brought to you by Merge. Product leaders, yes, like you, cringe when they hear the word integration. They're not fun for you to scope, build, launch, or maintain, and integrations probably aren't what led you to product work in the first place. Lucky for you, the folks at Merge are obsessed with integrations. Their single API helps SaaS companies launch over 200 product integrations in weeks, not quarters. Think of Merge like Plaid, but for everything B2B SaaS. Organizations like Ramp, Dorado, and Electric use Merge to access their customer's accounting data to reconcile bill payments, file storage data to create searchable databases and their product, or HRAS data to auto provision and deprovision access for the customer's employees. Yes, if you need AI-ready data for your SaaS product, then Merge is the fastest way to get it. Want to solve your organization's integration dilemma once and for all, book and attend a meeting at merge.dev/lenny and receive a $50 Amazon gift card. That's merge.dev/lenny. This is a good circle back to something you touched on earlier that I wanted to come back to, which is a lot of companies, in your opinion, put too much weight on the power of brand, and rebranding, and how much a brand can fix their problems. Can you just again share your perspective on just how this might be an issue for people where they almost overemphasize the power of brand? [inaudible 00:44:32] Yeah. Well, there's different companies. There's companies where brand is literally everything, where they're doing something that's not crazy innovative in the first place and the brand is the thing that is the whole company, and that's fine. That's a completely valid way to do stuff. It's like people that can take in information and recommunicate it in a way to another audience or whatever that they hit that audience in a way that the original information couldn't do. Think about all of the people who write books on psychology, and medicine, and all kinds of stuff that write it for a broader popular audience. They're the ones reading the medical papers, they're the ones digesting all of this really huge complicated data, and turning it into something that normal people can read. I think that there are companies that are doing that. They're taking a thing that is not innovative or isn't like they're not the only ones doing it, but they're repackaging it in a way that takes that and makes it so accessible to so many people. In that case, brand can matter immensely, where the brand really is the thing that shows people that the thing that you're doing has value. But for a lot of people, the brand should be somewhat invisible so that the thing itself becomes the star. If we think about the experiences that we have using products, sometimes there's products where there's a ton of fun and delight built into how you use it, and that can happen through brand through design choices and things like that. Sometimes the delight is the fact that nothing is getting in your way as you're using that product. You just figure out what's your ethos of your company. Is the whole thing about doing a thing well, doing it simply, and making sure that everything gets out of the way of that experience, or is it like we're trying to generate this delightful thing or we're trying to open it up to a new audience or whatever? Depending on whatever that goal is, brand can have a different place in that equation. I think some of this unique perspective on the power brand and the need for it in tech companies comes from you're not like a tech person. You work with tech people, you work with tech companies. Do you feel like that has an impact on the way you think and the value that you bring to companies to give them this very outside perspective?…

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