Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson | Episode 229

Guest: Russ Perry, Founder and CEO of Design Pickle

Release Date: November 29, 2024

Introduction and Guest Welcome

In Episode 229 of "Do This, NOT That!" hosted by Jay Swedelson, listeners are introduced to Russ Perry, the dynamic CEO and founder of Design Pickle. Jay enthusiastically presents Russ as a "creativity machine" and highlights Design Pickle's remarkable achievement of delivering over 2 million designs, positioning it as the world's largest subscription creative service (00:40). Jay sets the stage for an engaging discussion filled with actionable marketing insights and creative strategies.

Russ Perry’s Journey to Design Pickle

Russ Perry begins by sharing his personal and professional journey, illustrating his lifelong passion for problem-solving. From a young age, Russ was driven to tackle challenges, even if it meant bending the rules. This trait led him to pursue a degree and eventually land a pivotal role at Apple during the launch of groundbreaking products like the iPod, iPhone, and iPad. He describes this period as an "incredible job" that provided him with invaluable insights into branding and marketing (01:35).

However, Russ's initial foray into entrepreneurship wasn't smooth. He launched a B2B technology agency focusing on branding, which ultimately failed due to his inexperience in running a business. This setback taught him a crucial lesson: the importance of systems and processes in creative industries, which he found to be severely lacking (01:35). Undeterred, Russ leveraged these lessons to conceptualize a novel business model—a subscription-based graphic design service where clients pay a flat rate for unlimited design needs. This idea materialized in 2014 with the launch of Design Pickle, a name inspired by its unique and memorable appeal, coupled with the availability of the domain (05:00).

Piggyback Design: Concept and Application

Jay introduces the concept of "piggyback design," a term Russ coined to describe a strategic approach to branding and creativity (04:27). Russ explains that piggyback design involves leveraging elements from existing brands or ideas to create something new and effective. He likens it to the children's game of piggybacking, where one person uses another's support to move forward.

Russ emphasizes that originality is rare, except in specialized fields like quantum physics or biosciences. Instead, the focus should be on execution—how existing ideas are implemented and refined to fit a new context. Design Pickle exemplifies this by combining aspects of working with a full-time designer, maintaining a flat-rate subscription model, and offering freelancer scalability into a single, cohesive service. This blend allows Design Pickle to provide dependable and reliable design solutions, setting them apart in an inefficient market (05:07).

Applied Creativity in Life and Business

The discussion transitions to the broader concept of "applied creativity." Russ challenges the traditional, narrow view of creativity—often confined to visual arts or music—by redefining it as a form of problem-solving. He states, “Creativity is just another word for problem solving” (08:10). According to Russ, creativity involves achieving goals in unique and effective ways, and it is a skill that can be developed through deliberate practice.

Russ advocates for integrating creative practices into both personal and professional life. By engaging in creative activities outside of work, such as family projects or personal hobbies, individuals can build their creative muscles in a low-pressure environment. This approach prepares them to apply creative problem-solving skills more confidently and effectively within their businesses (08:10).

Practical Examples of Applied Creativity

To illustrate applied creativity, Russ shares his "Sabbath Box" project—an experiment where he locks away all electronics for a day to foster family interaction (11:16). Despite initial resistance from his children, the experiment yielded positive results: his daughters began playing together harmoniously, and the family enjoyed quality time without digital distractions. Russ highlights that such experiments break routine patterns and encourage creative problem-solving in personal settings (11:33).

Additionally, Russ discusses his strategy of operating on 90-day cycles, setting quarterly goals that push his creativity in various aspects of life—including health, personal experiences, and business. For example, launching his podcast "Jar of Genius" represents a strategic business project that stretches him beyond his comfort zone, fostering continuous creative growth (14:38).

Encouraging Creativity in Personal Life

Jay poses a thought-provoking question about Russ's role as a design leader at home: Does he critique his children's artwork with the same scrutiny as a professional designer? Russ reassures that he encourages his daughters' creativity without imposing professional standards. He shares that his daughters are genuinely creative, each with unique interests and talents, such as his youngest daughter's fascination with angler fish (17:23). Russ emphasizes the importance of adjusting expectations based on age and skill level, focusing on providing opportunities for practice and growth rather than immediate perfection.

Russ also shares an anecdote about a failed crafting project with his children, illustrating that not all creative endeavors succeed. However, he views these experiences as valuable learning opportunities that foster resilience and continuous improvement (19:24).

Conclusion and How to Connect with Russ

As the episode wraps up, Russ provides listeners with multiple ways to engage with his work. He promotes his newsletter "Unlid" on Substack, which details his experiments and creative projects. Additionally, Russ highlights Design Pickle as the ideal solution for businesses seeking fractional designers at a fixed rate. He invites listeners to connect with him on various social media platforms to stay updated on his latest insights and discussions about applied creativity (19:55).

Jay concludes by thanking Russ for his valuable contributions and encouraging listeners to subscribe, explore Design Pickle, and follow Russ’s ventures for further inspiration and actionable marketing strategies (21:17).

Notable Quotes

• Russ Perry (01:35): “Systems and process really matter and actually are really lacking in design and creativity.”

• Russ Perry (05:07): “You don't have to always be the most original. Really what matters is how do you execute.”

• Russ Perry (08:10): “Creativity is just another word for problem solving.”

• Russ Perry (11:16): “It's about trying something that could, if successful, help the business.”

• Russ Perry (17:23): “As a parent, you have to adjust your bar measurement.”

• Russ Perry (19:24): “Not everything goes well with this strategy.”

Key Insights

1. Redefining Creativity: Russ broadens the concept of creativity beyond traditional arts, positioning it as essential problem-solving across various domains.

2. Piggyback Design: Leveraging and combining existing ideas and successful elements from different fields can lead to innovative and effective business models.

3. Applied Creativity: Intentional and regular practice of creative activities in personal life enhances one's ability to innovate in professional settings.

4. Resilience and Learning: Embracing failures as learning opportunities is crucial for growth and continuous improvement in creative ventures.

5. Structured Goal Setting: Operating within defined timelines, such as 90-day cycles, ensures ongoing creative development and prevents stagnation.

6. Encouraging Others: Fostering creativity in others, especially children, builds confidence and encourages continuous creative engagement.

Conclusions

Russ Perry's journey with Design Pickle underscores the significance of structured systems and creative problem-solving in achieving business success. His innovative approach to branding through piggyback design and his emphasis on applied creativity offer valuable lessons for marketers and entrepreneurs alike. By integrating creativity into both personal and professional realms, Russ demonstrates how continuous creative development can lead to sustained growth and competitive advantage in the marketplace.

Listeners are encouraged to adopt Russ's strategies by embracing creativity as a skill, leveraging existing ideas for innovation, and practicing creative problem-solving regularly. Russ's insights provide a roadmap for transforming marketing approaches and fostering an environment where creativity can thrive both inside and outside the business context.

For more insights and actionable marketing tips, be sure to subscribe to "Do This, NOT That!" and explore Russ Perry's Design Pickle services and creative projects.