Archives

Episode 11: Rebrand, Rename to Communicate Authentic Culture with Pete Baker of Duo Security

by lifeonbrand | Jul 28, 2020 | Podcast Episodes, Season 2

Design is inherently a communication art. If you’re not trying to say something or make a point, it’s art open to interpretation. However, designers are often not given the credit that they deserve for making a business impact.

Today’s guest is Pete Baker, Director of Brand, Creative, and Digital Strategy at Duo Security in Ann Arbor. Before Duo Security, Pete ran his own brand studio, established a photography business, and to top it off, he has an amazing beard—better than most and the host.

Episode Highlights:

2:08 Despite Duo Security’s success and passion for architecture, Pete’s a brand guy.
4:50 Design and Photography: Differences and similarities—communication or art.
6:00 Sophie’s Choice Moment: If Pete had to choose, more or less, which wasn’t a job.
7:20 Wildly Disparate: Growing up in a small town lacking creative outlets.
11:00 Catalyst: Do your own thing, do it all yourself, and start your own legit business.
16:12 Freelance to Full-time: Moving back to Michigan to dispel in-house design stigma.
19:58 Ann Arbor’s first ‘Unicorn’ of Silicon Valley-type success and sudden validation.
28:25 What brand means? It’s not just the logo, but the gut feeling about a company.
30:31 Product, People, Process: Everyone plays a role in positive customer service.
32:33 Duo Guidelines: Internal and external brand match—easy, effective, trustworthy.
34:50 Cultural Niceness: Duo Security brand authentically influences culture, vice versa.
39:50 Scio to Duo: Rebrand/rename company to communicate security and useability.
44:43 Brand Principles and People: Marty Neumeier on what a brand is and is not.
46:22 Pete paraphrases Steve Jobs to define brand and the biggest marker of success.
47:33 Doubtful Moments: Pete suffered from imposter syndrome around security space.
51:00 Lessons Learned: Designers deserve credit for making a business impact. Stick to your point of view and sense of self. Don’t compromise.
52:30 Easiest and most difficult parts of starting businesses? Management experience is necessary to know what to do and be responsible for building a successful team.
56:16 How to identify real vs. doppelganger Pete in alternate universe? Gray hair.
58:46 Ann Arbor Art Center: Creative people can have careers, not just a studio.

Links and Resources:

Episode 10: Why Rishi Narayan is a Jack of all Trades, Master of None—or is he?

Huck Finch

Life On Brand Webpage

Call us! 734.219.3827

DM on Instagram

Episode 10: Why Rishi Narayan is a Jack of all Trades, Master of None—or is he?

by lifeonbrand | Jul 21, 2020 | Podcast Episodes, Season 2

While friends worked at Little Caesars, there was no free pizza for academic kids in the chemical engineering lab!

Today’s guest is Rishi Narayan, founder and managing owner of Ann Arbor-based Underground Printing, a national, custom apparel and swag company with more than 35 locations. Even if Rishi’s only been an entrepreneur for a hot minute, he’s a Jack of all Trades, Master of None by being an angel investor, lecturer, mentor, board member, and co-owner of AFC semi-pro soccer team. It’s good to be a generalist.

Episode Highlights:

2:34 Rishi’s educational background—from chemical engineering to custom T-shirts.
3:51 Engineering to Entrepreneurship: Once again, Rishi followed in father’s footsteps.
5:50 Side Gig: What Rishi studied in college, didn’t always matter or define his career.
8:05 Rashi learned about lean startups to grow business and pay for his own education.
12:40 Embarrassed: Engineering not right thing for Rishi. Entrepreneurial path felt right.
16:18 Rishi’s motivation to become an angel investor was to help friends with startups.
17:14 Core Philosophy: Rishi learns by putting money where his mouth is and support.
20:00 Success Model: What equals success as an investor? Help others and find value.
22:12 Jack of all Trades, Master of None: Rishi puts positive spin on being a generalist.
38:37 Soccer Club Backstory: Rishi’s involvement in merchandise and game.
43:20 Ann Arbor: Who we are? A great place for friends and families.
45:27 How does Rishi define success? Sustainability, not size.
47:18 Rishi describes first time experiencing doubt of success and lack of confidence.
50:24 Lasting Lessons from Failures:
- Never bet on the horse, always bet on the jockey.
- Passion and Execution—People are always the difference.
52:32 Technology and Traction: Easiest and most difficult parts to starting a business.