Zero-G Creative

Broken washing machines

Oct 04 2007

Hypothetical situation: you’re having a casual conversation and tell a friend that your washing machine just died and you need to get another one. Your friend replies, “Hey, I’ve got this old washing machine that we’ve been meaning to replace but it still works a little. Do you want it?”

Maybe this is an unlikely scenario but we all know what would happen if you took the used washing machine. It wouldn’t last a year. In fact, it’s almost a sure bet that over a period of a few months you’d spend more time and money dealing with and swearing at this old broken-down appliance than it would cost to get one that you could depend on — brand new. There are very few people I know that would take that deal expecting that it would make them happy in the long-term.

So here’s my question… If you won’t take your buddy’s useless washing machine, why would you be suddenly interested when he says he knows a fairly competent designer or web developer who works on the cheap? It may look like a money-saver on paper but no one ever factors in the costs of wasted time and energy spent managing this resource and the money you’re virtually guaranteed to spend re-doing this person’s work one day soon.

But there are plenty of small business owners out there — people who, in their personal lives, would never settle for an inferior appliance, a car without dual airbags or a carpet without stain protection — who willingly accept poorly designed business cards, web sites and marketing materials. Nothing good ever comes from settling for mediocrity in any aspect of life and we certainly shouldn’t settle when it comes to our businesses.

I’ve had this conversation with business owners many, many times. Many don’t realize that they have better options or can afford better. That’s really not the case.

The truth is that doing design right from the beginning only creates positives for a growing business. It doesn’t really cost anything extra. In fact, buying good design can save you significantly in the long term as you can spare yourself the vicious cycle of hiring cheap freelancers, firing them, scrapping their work and starting fresh with another. Additionally, it shows that you are serious and committed to your business, it creates conversations and selling opportunities, it gives you additional confidence when you are in sales or networking situations and it makes you look bigger and more established than your competition.

I had a meeting this morning at my favorite coffeehouse. Outside the restroom there’s a big wall-mounted rack full of business cards from local companies. Not a one stood out or said anything positive about the people that had put them there. Just row after row of broken appliances: things I wouldn’t want to use and that aren’t worth passing on to others. But you can do wonderful things with a business card if you just make the decision that you want something really special and won’t settle for anything less. Keep that in mind when you see the box you keep in your desk drawer start to run low.

Obviously, I have an interest here. It just so happens that I own a company that designs business cards among other things. But honestly, I’d be thrilled to see some better looking business cards at my coffee place and better web sites end up in my inbox even if we didn’t have a hand in making that happen.

Good design is just good business practice plain and simple. But neither your attorney nor your CPA, the people you hire for “serious” business advice in starting and maintaining an enterprise are likely to discuss these topics. I wish they would though.