Forget AI. The Real Danger to YOUR Graphic Design Future Is Already Here

Summary

Summary of "Forget AI. The Real Danger to YOUR Graphic Design Future Is Already Here"

Episode Release Date: July 15, 2025
Podcast: The Angry Designer - Graphic Design, Freelancing, Branding & Creative Business Podcast

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Introduction

In this thought-provoking episode of The Angry Designer, host Massimo delves deep into the evolving landscape of graphic design, challenging the widespread narrative that Artificial Intelligence (AI) is the primary threat to designers' careers. Instead, he posits that the real danger lies in other designers leveraging AI tools more effectively. Joined by Sean (Speaker B) and an occasional third voice (Speaker C), the conversation is both candid and insightful, offering actionable strategies for designers to thrive in an AI-augmented industry.

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The Real Threat: Designers Using AI

Massimo begins by recounting a recent client meeting where another designer presented an AI-generated idea. While the concept garnered applause, it disastrously missed the brief and target market. This incident led Massimo to a crucial realization:

Massimo [03:43]: "Graphic designers, real competition isn't AI. The threat is other designers using AI."

He emphasizes that AI itself isn't replacing designers but rather enhancing those who adopt it, thereby intensifying competition among designers.

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Key Strategies for Future-Ready Designers

Massimo outlines twelve traits divided into three main areas: Think Different or Die, Crush the Competition, and Use AI Without Losing Your Soul. Below are the highlighted strategies:

1. Think Differently or Die

Strategic Thinking as the New Creative Edge
Massimo asserts that strategic thinking surpasses traditional creative skills in importance:

Massimo [11:44]: "The designer who wins is going to be using strategic thinking as the new creative edge."

By asking better questions and understanding deep client needs, designers can select the most effective solutions from AI-generated options.

2. Sell Strategy, Not Just Execution

Become a Creative Partner
Instead of merely offering logo designs, Massimo encourages designers to sell outcomes and problem-solving capabilities:

Massimo [14:18]: "You need to sell outcomes. You need to sell the fact that you solve problems and that you are now a creative partner, not a vendor."

This approach positions designers as essential collaborators rather than interchangeable service providers.

3. Design for the Customer, Not Just the Client

Focus on End-User Needs
Understanding and catering to the end user's preferences ensures that designs resonate and add genuine value:

Massimo [15:30]: "They didn't ask, you know, they were too busy saying, 'Hey, what is it that you guys want?' No, no, no. They should have been asking, 'What is it that the customer wants?'"

4. Build Your Own IP

Establish Unique Methodologies
Developing proprietary processes and systems not only enhances efficiency but also builds trust with clients:

Massimo [18:14]: "You have to own your own IP, not just be able to deliver logos."

By showcasing a clear, repeatable process, designers demonstrate expertise and reliability, making them indispensable to clients.

5. Dominate a Single Niche

Specialization Over Generalization
Focusing on a specific industry or market segment allows designers to become experts and be the go-to professionals within that niche:

Massimo [20:25]: "Specialists, people remember specialists. They rely on specialists. They trust specialists and pay extra for specialists."

This specialization fosters stronger client relationships and positions designers above generic competitors.

6. Land Small and Expand Large

Start with Small Projects to Build Trust
Instead of targeting massive projects from the outset, Massimo advocates for securing smaller projects first, thereby earning client trust and expanding engagements over time:

Massimo [28:01]: "Start off with a fifty thousand dollar project if you want, and you are going to be held under the microscope the entire time... or you can go in for a simple project, something small, wow the hell out of them."

7. Be More Human Than Ever

Emphasize Relationship Building
In an age dominated by AI, the human touch remains irreplaceable. Building genuine relationships and trust with clients is paramount:

Massimo [32:21]: "People need to remember that humans still hire humans. They're not going to go online and blindly hire an AI tool."

8. Use AI as a Tool Without Losing Your Soul

Leverage AI to Enhance, Not Replace Creativity
AI should be viewed as an assistant that handles administrative and repetitive tasks, freeing designers to focus on creative endeavors:

Massimo [35:22]: "The designer who wins uses AI like an intern. You have to give it direction, you have to give it tone, you have to give strategy."

Massimo likens AI to a skill saw in construction—a powerful tool that requires human expertise to be effective.

9. Kill Admin Tasks with AI

Streamline Administrative Work
Automate tasks such as proposals, email drafting, and report generation to save time and reduce mental fatigue:

Massimo [36:25]: "Use AI to kill admin tasks, not creativity... free up your creative brain of all this mindless, horrible admin crap."

10. Move Fast Without Rushing

Balance Speed with Quality
While AI enables rapid execution, designers must ensure that speed doesn't compromise the quality and strategic depth of their work:

Massimo [37:35]: "Speed doesn't mean rush jobs because they don't want rushed jobs. They don't want any sort of sacrifice in the quality of the strategy."

11. Brand Yourself as Future-Ready

Position as AI-Empowered Experts
Demonstrate to clients that you are adept at using modern tools like AI to deliver superior results:

Massimo [40:20]: "Let them know that AI isn't going to do all the jobs, but you are doing the job for them using AI as one of your many tools."

12. Embrace Continuous Learning and Adaptation

Stay Updated with AI Advancements
Continuous education and adaptation are essential to remain competitive as AI technologies evolve:

Massimo [43:03]: "Imagine back if you were a designer, and you still did things in paste-up mode... like, seriously, you were manually cutting."

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Conclusion

Massimo wraps up the episode by reiterating the importance of embracing AI as a competitive advantage rather than fearing it. By adopting the outlined strategies—thinking strategically, specializing, leveraging AI effectively, and maintaining a human-centric approach—graphic designers can secure their futures in an increasingly AI-driven industry.

Massimo [45:34]: "Because your competition, if they're not already, you know, if you haven't already lost the job on it, you know, by not keeping up with them, you will soon."

The episode serves as a rallying cry for designers to adapt, innovate, and harness AI to not just survive but thrive in the modern creative landscape.

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Notable Quotes

• Massimo [03:43]: "Graphic designers, real competition isn't AI. The threat is other designers using AI."

• Massimo [11:44]: "The designer who wins is going to be using strategic thinking as the new creative edge."

• Massimo [14:18]: "You need to sell outcomes. You need to sell the fact that you solve problems and that you are now a creative partner, not a vendor."

• Massimo [32:21]: "People need to remember that humans still hire humans. They're not going to go online and blindly hire an AI tool."

• Massimo [35:22]: "The designer who wins uses AI like an intern. You have to give it direction, you have to give it tone, you have to give strategy."

• Massimo [40:20]: "Let them know that AI isn't going to do all the jobs, but you are doing the job for them using AI as one of your many tools."

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This episode is a must-listen for graphic designers seeking clarity and direction in a rapidly changing industry. By challenging conventional fears about AI and providing a roadmap for strategic adaptation, The Angry Designer equips its audience with the insights needed to build resilient and rewarding creative careers.

Transcript

[A]

Foreign. You're listening to the Angry Designer podcast where we help frustrated graphic designers crush the industry chaos, ditch the social BS and build badass, rewarding careers that actually pay now. Powered by WIX Studio. So if anybody knows us, they know that, you know, we do like Beaumore, that's BO b o W. And then I want some more. And so. And the last one we have is like a 10 year age.

[B]

I think so. Yeah.

[A]

And today I found this Beaumore black talking black bottle, black label with some gold flake. Like it's just sexy. And we like bow more. So.

[B]

Yeah. So it smells really good.

[A]

Smells delicious.

[B]

So let's go for it. Cheers.

[A]

Oh, it smells so good. Oh, that's some.

[B]

That's the sheer scotch. That's so good.

[A]

Wow. You know, dare I say that this, this neglect of me not having bourbon all this time might be turning me now into a scotch drinker.

[B]

Once the ban is lifted, you'll go back hard. But, you know, I think you have an appreciation for this.

[A]

I do have a whole new. And I mean, when they taste this good. Yeah, it's. How do you. How do you not?

[B]

This is exactly it, in all fairness.

[A]

Because, you know, this past week you, When I was visiting, you know, in the States, our friends down in kc, Kansas City, I had some bourbon. And okay, I did have some really nice bourbon, which is good.

[B]

Yes.

[A]

But I also had some really shitty bourbon.

[B]

Yeah.

[A]

And I was like, wow, I'm not missing anything at this point. So. Interesting. If you guys want to try something special, we're talking. It's Beaumore 12 year scotch. It's black, it looks sexy, you know, you really good. You walk into a party with this in your hand, you're gonna be notice.

[B]

That's right.

[A]

That's all I gotta say.

[B]

Yes.

[A]

That's all I gotta.

[B]

International man of mystery. You will be.

[A]

All right.

[B]

Okay.

[A]

So let's just get into this.

[B]

Okay. Let's dig right deep.

[A]

So I was in a client meeting.

[C]

Okay.

[A]

And you know, and sure enough, the client gave me a very specific outline of what. A brief of what they want, which is how we like it. Give it to me specific.

[B]

We'll.

[A]

We'll find something nice, you know, and that's what we did, right? Gave me a brief. I. I played with it, I researched the fuck out of it. It was a lot of work. But I came up with an awesome campaign idea, pitched it. Some people there were just amazed. You know, I was getting high fives. And then there was another designer there.

[C]

Okay.

[A]

And you know, they Wanted to present their idea for whatever reason.

[C]

Right.

[A]

Not that they were saying that my idea was shit, because it clearly wasn't. And they, they, they threw theirs out there. It was obviously AI generated.

[C]

Okay.

[A]

It got some applause. It got some. Yeah, this is great. We love it. Oh, and it got some talk, right. It was completely off brief, off target. The, the, the market, the client, like the target market was completely missed. The object, every single thing, okay. Was completely overlooked from the brief. But it got a reaction. This, that, and fine, right. Like in the end, in the end doesn't matter because, I mean, it was still my idea. One.

[B]

That one. Yeah.

[C]

Okay.

[A]

And that the idea will probably be used in the future. But the thing that makes me worried now, and it wasn't even that makes me worried, it was kind of like a realization.

[C]

Okay.

[A]

Because they clearly used AI for this.

[B]

Right?

[C]

Okay.

[B]

Wait, did you?

[A]

Yeah, absolutely.

[B]

Right.

[A]

Well, I did 100%, but better. Oh, touche.

[B]

Yeah. Right. Yes.

[A]

So. But it made me realize, had I not gone in there, okay, with my chops, with my research, everything on top, and I pitched the way I normally do, spilling out the criteria and this and that, Right. You know, I would have been smacked in the face by somebody else using AI. And that's what. When it dawned on me, okay, Graphic designers, real competition isn't AI. We've all been making a big deal about AI. AI is going to take jobs. This, that, this, that. But AI is not the threat here. The threat is other designers using AI. And we keep overlooking this. We, you know, because again, there's so much focus on AI, this, AI, that the tools, they're going to replace us. You look at the reading, everybody, oh, my God. Logos. It's only a matter of time, dude. It's still not. It's still going to be a designer designing logos using AI, a designer coming up with strategies using AI.

[C]

Okay?

[A]

Every single thing about AI is going to be from the hand of a designer using it.

[B]

Or the head.

[A]

Or the head.

[B]

Yeah, right.

[A]

Because I experienced it firsthand, Right. And it really made me realize that, you know what I mean? If everybody is so scared of AI and going on and putting all this says attention, you know, you're focusing on the wrong enemy here, okay? Because again, AI isn't the problem. AI is not going to put graphic designers out of business.

[B]

No.

[A]

AI being used by other graphic designers properly will. Yeah. And properly.

[B]

Properly. That's the thing. Yeah. Yeah.

[A]

Right. And that's. That's exactly it.

[C]

Right.

[A]

And so I thought, you know, although for a little While it's felt like, you know, hey, we've all been on the same side and we've been battling AI And I'm like, no, calm down. It's not AI. It's not a. You know, the reality is we've got to go back to roots here.

[B]

Yeah.

[A]

This is still a competitive space.

[B]

Yeah.

[A]

There. In the next 5, 10, 20 years, this industry is going to change so much and a lot of designers are going to lose, they're going to lose their jobs, they're going to have to switch careers. They're going, they're going to give up because they suck. But it's not because AI is doing this for them. It's because they're not competing against other, other designers using AI tools and products.

[C]

Right.

[A]

And so that's what I figured we better do in good old fashioned guys, you know, this is still competition.

[B]

Yeah.

[A]

And band together against AI all you want. You guys are going to be the ones on the sidelines while these inexperienced designers using AI are going to be able to steamroll everybody. So it's, it's going to be an interesting time.

[B]

Yeah.

[A]

And this is a matter of, you know, adopt or die.

[B]

Yeah.

[A]

It's the reality of what we're dealing with.

[B]

Absolutely true. Yeah. So this, this designer. Does this, this designer have a good grasp on AI, do you think, or no? Nope, not at all.

[A]

Not at all.

[B]

Obviously, by what you were saying that.

[A]

The, the idea that they predest first off, everything but the brief was missed.

[B]

Yeah.

[A]

Which is bad.

[B]

Right.

[A]

Our market was completely overlooked.

[B]

Okay. So.

[A]

And again, what do we talk?

[B]

Right, people?

[A]

Yes.

[C]

Right.

[A]

The idea wasn't an original, unique idea in any way. It was one that has been used over and over in other industries.

[C]

Oh, okay.

[A]

And again. And it was just. Presentation was weak.

[C]

Right.

[A]

And so the idea was fun. Cool. Right. And I get it. But it didn't match any part of the criteria. So. Sure, we'll embrace it and use it in the future, you know, in other ideas and campaigns and flesh it out more.

[B]

Right. Because of the applause that it got. So it was kind of, it did kind of go over well a little bit. Yeah, sure it did. It absolutely did.

[A]

Right. But because it was cheeky. It was fun. But you know, it's like out of, you know, 10 ideas.

[B]

Yeah.

[A]

Two could be used.

[B]

Two. Yeah. Right.

[A]

Because again, they didn't use it properly.

[C]

Right.

[A]

They probably just mashed in some prompts, got some high level, you know, replying was like, yeah, that's great. Copy paste this.

[B]

Yeah, yeah, yeah.

[A]

And it wasn't fleshed out.

[C]

Right.

[A]

So, yeah. So I kind of, you know, and. And that's kind of the whole thing. That's what made me realize that, you know what? I'm going to let any of these punks outdo me. You know, this is still competition. This is still hand to hand.

[B]

It literally is.

[C]

Right?

[A]

It is. And the hell if I'm going to have another designer using, you know, AI out AI me, I'm going to be amping up my AI knowledge as of today.

[B]

Yeah, baby.

[A]

But this is what. This is what I. You know, there was this great quote that I heard from Chris do, of course. But I know he heard it from someone else, but the quote goes something like, you know, what got you here won't get you there.

[C]

Okay.

[A]

And it's funny because it's like the past 20, 25 years that we've been at this. Right? Everything that we've learned to take us to this moment. Fantastic.

[B]

Yeah.

[A]

And looking back, it's done as well.

[B]

Yeah.

[A]

But looking forward, it means all it means.

[B]

Yeah.

[A]

Right.

[B]

Because think. Think of all the stuff that we have come up through.

[A]

Right, right.

[B]

And just kind of adapted with it.

[A]

Exactly.

[C]

Right.

[A]

Like always. No different ninja. Photoshop skills.

[B]

Yes.

[A]

Don't mean a thing anymore. You know, all the Illustrator ideas and ideation. No, no. Still doesn't matter. Right. So it's scary. So although, you know, our experience does lend itself course when it comes to, you know, using the new tools and everything else, the reality is everything that we've gained from this point means nothing moving forward. Kind of defeating, to be honest. I don't like that. But I mean, again, it's. So this is the reality. So, you know, basically, it's like now it's like we have to worry about strategy, we have to worry about speed.

[C]

Okay.

[A]

We have to, you know, start creating systems and processes.

[B]

Right.

[A]

And then we have to integrate all of this into, you know, with AI and find ways of using AI.

[C]

Right.

[A]

And just understand that if we don't, other people will.

[C]

Okay?

[A]

So it's not even a matter of should I, shouldn't I?

[B]

Yeah.

[A]

It's a matter of do or disappear. Do, do not do or die, in my opinion.

[B]

Right.

[A]

So that's. That. That's kind of, you know, where this idea for. For today's is kind of broke down, you know, 12 traits, okay. Of designers that are going to win in the future.

[C]

Okay.

[A]

And this is. This is. And I've broken this down to three areas.

[C]

Okay.

[A]

So the first four are going to be you need to think different or die. Plain and simple, guys. Plain and simple. Number two, you got to crush the competition.

[B]

Yes.

[C]

Okay.

[A]

Like it or not, you know, doesn't mean you can't have friends.

[B]

Yeah.

[A]

Doesn't that do design? Doesn't mean we can't go to awesome design communities and help other designers and promote. But again, you know, you do have to crush your competition if you're going up against anybody else for work.

[B]

I'll say, too, that all our losses are teachable moments, too.

[A]

Absolutely right?

[B]

So if you lose to another designer, if you didn't learn something from that guy, then it's all for not. Right, exactly. Right, exactly.

[A]

Walk away with something there.

[B]

Walk away with something from that.

[A]

And then, of course, the last four are going to be about using AI without losing your soul.

[C]

Okay?

[A]

So there is some rhyme and reason. I've broken these down, okay? And. And we've talked about a lot of these in the past, but this is going to be like a big recap, okay, of some. Of. Some of the ideas.

[C]

Right?

[A]

So, like, section number one, you need to think differently or you're going to die.

[C]

Okay?

[A]

So you're not losing to faster designers.

[B]

Right?

[C]

Okay.

[A]

I can't even say you're losing to better designers.

[C]

Okay.

[A]

But you might be losing to smarter designers.

[C]

Okay?

[A]

So. And again. And because again, we've all lost jobs to designers that we know we're better at, but they had something that we didn't. Whether it was sales, whether it was an in, whether it was networking abilities, maybe it was their brand or their. Their. Their track rate for finishing jobs and whatever. Right?

[B]

Yeah.

[A]

Whatever it was, they had something that we didn't.

[C]

Okay?

[A]

So, you know, that's what, you know, this has to be all about. So, number one, the designer who wins.

[C]

Okay.

[A]

Is going to be using strategic thinking as the new creative edge.

[C]

Okay.

[A]

And that's. We've talked about, you know, the. The new creative divide being, you know, creative thinking versus just creative doing.

[C]

Okay.

[A]

And again, this isn't about output anymore, okay? You need to put a lot more thought and strategy behind what it is that you're doing, because for the longest time, everybody's been playing a volume game or an execution game, right? But the thing is, like, when you're. You're going up against tools like designers with tools like AI. Yeah, sure, AI can generate a hundred different ideas to solve a problem, you know, if you type in a problem, but it doesn't know which is the right answer.

[B]

Right?

[C]

Okay.

[A]

And it won't. It'll Suggest all you want.

[C]

Right.

[A]

So shame. Or the designers will just copy, paste and present them all, because they're not. Right.

[B]

Yeah. Okay.

[A]

But if you're thinking strategically, if you think, you know, like for the customer, you know, you, you ask the better questions. You asked about the end user, you figured the right strategic angles to use because you've asked all the questions.

[B]

Right.

[A]

Then you know which one of those hundred problem, you know, solving solutions it presented.

[B]

Yeah.

[A]

Are the actual right ones.

[B]

Yes.

[C]

Okay.

[A]

So this is not just going to be about, you know, like, look at me, how creative I am.

[C]

Okay.

[A]

This is. Now look at, you know, which creative idea I can present to, you know, which is the right. Which is the right one. This clearly happened. This, this what I just went through.

[B]

Yeah, yeah, yeah, yeah.

[A]

It wasn't that they had a bad idea.

[B]

No, no, no.

[A]

But it was. It wasn't right based on the client, the criteria, time, the objective.

[B]

Right?

[A]

Not at all.

[B]

You're exactly right. Because somebody probably went through a list and just copy and pasted it. And this is what it is. This is what we're going to do without even reading it or thinking.

[A]

Exactly.

[B]

You know, no, this, this doesn't end up where I want it to end up.

[A]

Exactly, exactly. So, boom. So that's number one. Number two, okay, the designer who wins sells strategy, not just execution.

[C]

Okay?

[A]

There is a difference between this and the last one that we just talked about. If you are still selling logos, okay, you're already replaceable, you're already dead in the water, right? Like, you've already missed that boat, right? You need to sell outcomes. You need to sell, you know, the fact that you solve problems and that you are now a creative partner, not a vendor.

[C]

Okay.

[A]

You know, the designer who thinks that they can win someone over by showing them all these great logo concepts. They're. They're no better than Fiverr. They're no better than all these, you know, sites that you can just pick ideas from and download or AI generated logos. Right. You. You can get a $500 brand designer who, you know, creates 10 logos and presented. The customer is like, here you go, which one do you want? Or, you know, you can charge $5,000 as a brand strategist and present them one document, okay. With the outline, with the problems, not even presenting them any logo concepts yet.

[C]

Right.

[A]

Because again, you need to sell the strategy, not the end product in this situation.

[B]

Right, Right.

[A]

Way too many people are thinking about, you know, that. That tangible good in the end. And that's the one part that unfortunately you Know, AI is going to get to the point where it can crank that out. It already is in a lot.

[B]

Totally. Yeah. Absolutely. That's heavy.

[A]

That's some really good scotch.

[B]

Nice, right?

[A]

Yeah, that scotch is fantastic.

[B]

Yeah.

[A]

Sorry, a moment for scotch. I've already finished mine.

[B]

I know. You're. You're right. I gotta take it easy for.

[A]

Yeah.

[B]

I got a long night ahead of me, but I don't.

[A]

Okay. Okay. Number three.

[C]

Okay.

[A]

The designer who wins is the designer who designs for their customers. Customer.

[C]

Okay.

[A]

Not their own client.

[B]

Right.

[A]

So we need to think about this.

[C]

Right?

[A]

This. In my past example, what happened is they created something that was really cool and fun. Completely missed the mark for the end user. That's right. It didn't resonate with the end user in. Even in the most remote way.

[C]

Okay.

[A]

And they completely overlooked that. They. They didn't ask. You know, they were too busy saying, hey, well, what is it that you guys want? You know, in the marketing department. No, no, no. They should have been asking, what is it that the customer wants? And they completely miss that.

[C]

Right.

[A]

You got to think about what the customer feels, what they like, what actually resonates with them. Right. And these are really important factors that a designer who actually wins using these platforms.

[C]

Okay.

[A]

Are going to be focusing on the end user, not on their customer.

[B]

Yes.

[A]

Number four. And the last one for this first section.

[C]

Okay.

[A]

The designer who wins builds their own ip, not just delivers their own deliverables. And what I mean by this is, okay, you know, what designers need to realize is your methodology on how you do things and is equally important, if not more than what it is that you actually do. I met a new member of the marketing team today for our largest customer.

[C]

Okay.

[A]

Somebody who I've never worked with. And she's going. She's telling me the whole project that they're looking for, and she's telling me all these things that I already know. But of course, I sat. I listened to her, and then at the end, I started asking questions back, made her feel a lot more comfortable. And then I was like, okay, listen, this is what we're going to do. You know, I'm going to take everything you're giving us, I'm going to do this, this, and I'm going to give it back to you in a wireframe format. Just so you know, I don't want to rush the creative because I'm going to give you. And she was relieved, smiling. She's like, you have a process for this. I love that. I appreciate that.

[C]

Okay.

[A]

I Swear I just added, like, two grand to the project just by her. Not because she was. Now knows. She knows.

[B]

She knows that you're the real deal.

[A]

There's. We're the real deal. We have a process, and that process means we know how to get things done consistently. And that's what a process does. It allows people to have this sense of relief. And, you know, and it really does, you know, play up to the fact that you are the expert in situations like this.

[C]

Right.

[A]

You know, if you turn your processes.

[C]

Okay.

[A]

Into systems that customers you know can trust, this is something you can scale, and this is something you can bill for.

[C]

Okay?

[A]

So, again, this is something extremely valuable for. I know designers hate the word process. I get it. I used to hate it. But, man, as. As a capitalist pig, I value process, and I know the value it brings to this project.

[B]

Yeah.

[A]

So you guys have to own your own ip, not just be able to deliver logos. Okay. And you can sell that IP upfront before you even get jobs to let people know that. Don't worry.

[B]

Yeah.

[A]

We got a process.

[B]

We know.

[A]

And this is a walk in the park for us. And that's. That's what people want.

[B]

Yeah.

[C]

Okay.

[B]

Yeah. Because what did you do? You put this girl's fears to. To bed. Absolutely. Yeah. Like, she was like, oh, thank God.

[A]

It was kind of like, let me take your hand.

[B]

Yeah.

[A]

And let's walk through Central Park. I know how to get from beginning to end. Not, hey, let's just go blindfolded.

[B]

Yeah.

[A]

And then. I don't know if that was a.

[B]

Good analogy, but it was a fun one. I think. You're absolutely right. You want somebody who knows where they're going. Yeah. Right?

[A]

So these traits, you know, make you smarter in how you approach things.

[C]

Right.

[A]

But again, smart isn't necessarily just what this is about.

[C]

Right.

[A]

There is more to this whole process that I think, you know, designers who win, you know, have to do to move forward.

[C]

Right.

[A]

So. So this next, you know, little bit here, which is called Crush the Competition, okay, this is. This is where it's like, you know, yeah, good designers can get hired, Right? But great ones, they take over, and that's what's important. Right? Like, we need to make sure that you're not only unforgettable, but that you're irreplaceable once you get in there.

[C]

Okay.

[A]

Because, again, this is competition, and you need to get your competitive edge against a, you know, other designers and other designers who are AI. So number five, okay? The designer who wins.

[C]

Okay.

[A]

Dominates a single Niche. I know not everybody's a fan of niche yet. And you know, we'll get there. We'll get there.

[B]

Keep listening and you will be.

[A]

But you guys definitely know that we are. And it was the single biggest difference to this company. It changed everything. Once we niched and owned a space, it changed the world for us. Because unfortunately, generic designers can be unforgettable. Right. Because there's a. There's a generalist at every corner. And unless being a generalist is your niche, which is possible. It is possible. Right.

[B]

You will be.

[A]

You will be forgettable.

[B]

Yeah.

[C]

Okay.

[A]

Specialists, people remember specialists. They rely on specialists. They trust on specialists and they extra. They seek them out.

[B]

Yes.

[A]

And they pay extra for specialists. Right, yeah. Because again, it makes, you know, it makes you the expert in a specific field.

[C]

Okay.

[A]

That they can now trust and rely on.

[C]

Okay.

[A]

And there is value to that.

[B]

Oh, yeah.

[A]

It doesn't mean that your life is now narrow and. And you know, you're doing the same.

[B]

Thing all the time.

[A]

Right? Yeah, it's not that. Absolutely not. I mean, again, using us as an example, we are a full fucking service agency. We do everything from brand strategy, logo design, we do websites, we do brochures, e books, we do animations, we do everything. We are a full service fucking agency. Yeah, but just for a niche market.

[B]

Yes.

[A]

And I mean, again, we're getting the best of both worlds. Yeah, you're right. And you know, you might have people that are like, well, I just couldn't imagine being restricted, doing the same thing every day. Okay, that's fine. But then try to go out and get that work.

[B]

Yeah.

[A]

That is a bigger, you know, mind fuck, in my opinion.

[C]

Okay.

[A]

Trying to struggle to find new work. And you're always repositioning, you're always recreating your portfolio, re. Recreating how to re pitch. You're going against other agencies that might have more experience than you. They might be. They might have already dealt with someone in this industry. Like, that's what you are always nervous about when you're pitching a new customer.

[C]

Okay.

[A]

You're not hoping that another agency goes in there that's better than you. You're scared if another agency goes in and already has experience in that industry.

[B]

Yeah. Yeah.

[A]

And that's who you would be losing against. And that's what makes you nervous. It's not always someone better than me. It's like, oh, shit. And I mean, it's like, it's like, no shit.

[C]

Okay.

[A]

By being an industry expert, by being in a niche, you can Find your customers, you can handpick them, and you know what? They will come seek you.

[B]

That's the beauty of it. Yes. How many times do we. We have referrals from other.

[A]

You know, it has been a growth strategy.

[B]

Exactly.

[A]

And it's to the point where we have turned away work time and time and again, which is a good thing, considering.

[C]

Right?

[B]

Can be a good thing.

[A]

Yeah, exactly.

[C]

Right.

[A]

I mean, some of the people didn't like that when we turned them down. And we had some interesting comments about that.

[B]

Yeah. But still, I mean, this is. This is the beauty of. Of. Of being the expert and niching. I get it. I totally understand. They'll come. They'll come to you, Moss.

[A]

Dude, you know what? You guys got to come to the dark side. Do you know what I. And the funny thing is the cut. Some of the customers I have turned away, the smart ones have. Actually, they weren't begrudging and they weren't mad. No, they. They replied along the lines of, no, I get it. And I respect that.

[B]

Yes.

[A]

You know, and the fact that I was like, I do. I wasn't like, no, I don't.

[C]

Do you.

[A]

Forget it. You know, we only do this.

[B]

Yeah. Yeah.

[A]

I was like, I have somebody I can make a referral to. They're probably better suited for you because of this. This. This. This is our niche.

[B]

Yeah.

[A]

And, you know, we could. I'm sure we could do a great job for you, but I think there's someone better. And yeah, they're thankful and they appreciate it.

[B]

Yeah. Because you're, like, being respectful to them and saying. You're not saying off. I'm not exactly beneath me, but yeah. And if you give somebody a referral, which is awesome, that's like, hey, I can help you to this extent.

[A]

I can still do this.

[C]

Right.

[A]

And I know that there's someone better for you than us.

[B]

Exactly.

[A]

And people get. Yeah, business people get it. Smart people get it.

[C]

Okay.

[A]

And now a word from our sponsor. All right, designers, let's cut the bowl. How many times have you had a killer website designed only to watch it fall apart because of code or developer telling you no, no, no. Or maybe you've held back from web design altogether, thinking it's just too complicated and too technical. Technical or totally out of your wheelhouse. Either way, it's time for a change. Wix Studio is designed for designers removing the barriers that limits your designs. Whether you're tired of developers watering down your ideas or too intimidated by the technical side of web, WIX Studio puts the Creative power back in your hands. No code required. With a drag and drop interface that feels designer intuitive. Plus no code, animations and even AI powered tools, you can create fully custom websites that match your vision. Every pixel, every detail. And if you're worried about the learning curve, don't be. Wix Studio is designed to feel as intuitive as your favorite design tools. Some designers here even say more. So that means you can jump right in and focus on, on what you do best. Designing badass brand aligned websites that'll take your business to the next level. So whether you've had enough of developers holding you back or you're ready to finally step into web design, check out wix studio.com and take control. That's wix studio.com go and take back web design for graphic designers. Number six. When it comes to crushing the competition, okay? The designer who wins doesn't follow trends. They're the ones who are creating them. They're the ones who are creating directions for the customers to go to.

[C]

Okay?

[A]

You know, those are the designers that think in brand systems.

[B]

Yeah.

[C]

Okay.

[A]

They don't just think of a single project. They think of something much larger than that. They think of systems that brands can be integrated within your whole company, you know, within your whole social platform with your whole online platform. You know, they're looking at outcomes, not just colors and styles. They, they actually don't give a shit about trends because if you are, if you're looking at a trend and trying to figure out how to make this trend work for this customer, you've already lost.

[C]

Okay?

[A]

Like you've already lost. If, if AI isn't going to take your job directly, the next designer who's going to plug in that new trend is going to use that.

[C]

Okay?

[A]

So again, you can't think of the here and now trend, okay? And the designers who win think bigger picture at every level and you need to embrace that bigger picture. Thinking, yeah, 100%.

[B]

Yeah. Yeah, absolutely.

[A]

I love it. And now it's time for a, for.

[B]

A break from our booze breaks. Boy, somebody's really into it, right?

[A]

This is delicious, guys. I highly recommend 12 year old Beaumore. It's not strong. It's got that nice smoky aftertaste.

[B]

Smokier than the stuff that we are, peatier than the stuff we normally have.

[A]

And I tend to like petey. I like smoky. Me too. If it tastes like a campfire, yes. I think it's all good.

[C]

Right?

[A]

So happy. Cheers to this. All right, number seven. The designer who wins lands small and expands large okay. So this has been a huge game changer for our company. There's been a few game changers and we shared them all the time. But oftentimes times, customers, you know, agencies, designers will go in hitting the biggest job. Right. Oh, I'm just going to go, you know, four. I'm going to give $50,000 for a job. Here you go, customer.

[C]

Right.

[A]

They hit maybe 1 in 10.

[C]

Okay.

[A]

Maybe 1 in 20, you know, you know, maybe 1 in 10 if they're really good.

[C]

Right.

[A]

But again, those giant jobs often have got so many moving parts to them.

[C]

Okay.

[A]

That they're very picky on who they're going to select.

[B]

Right.

[C]

Okay.

[A]

But you've got, if you've got the mentality where you're going to go in with a smaller project, you're going to wow them on something small and then, you know, like an octopus, expand into that company. Right?

[B]

Yes.

[A]

This is that whole land and expand model that we have built this company.

[C]

Okay.

[A]

So again, you know, you can start off with a fifty thousand dollar project if you want, and you're going to be, you know, held under the microscope the entire time for that. Or you can go in for a simple project, something small, wow the hell out of them.

[C]

Okay.

[A]

And then look for other opportunities to wow them.

[C]

Okay.

[A]

Because again, it's a lot easier to pick up traction at that way. And you can go from like, you know, two, three projects, you know, a month to all of a sudden 10 in three months.

[B]

Yeah.

[C]

Okay.

[A]

If you start and wow them at every small little stage.

[B]

Right.

[A]

Like again, you show them how to find, how you can show how you can show them or prove to all the additional values you can add to their organizations.

[C]

Right.

[A]

Like a little bit at a time. And then this way, if you do this right, and you learn their business Right. You become irreplaceable to that company.

[B]

Exactly.

[A]

Hope I explained that correctly.

[B]

Yeah.

[A]

I'm kind of fumbling on that.

[B]

I think you did it right. We experienced something similar to that recently. You go in, somebody asks for help for a deck, A simple deck.

[A]

A simple deck.

[B]

And that's turned into possibly.

[A]

No, it has. They've already signed on. They've signed a new retainer.

[C]

Yes, they have.

[B]

Oh, like literally. What was that two months ago?

[A]

It was less than two months ago. No, it was two months ago. Two months ago.

[B]

Yeah.

[A]

Started off as one PowerPoint.

[B]

We killed.

[A]

Killed it.

[B]

Y.

[A]

Then it went to a second PowerPoint, which, you know, we did okay for, but under the timeline, they understood.

[B]

Yeah, they got it.

[C]

Okay.

[A]

So, I mean, again, truth be told, we still did it. And we did an okay job, but it was too tight. And it was only. But then they were like, well, we have two more. What do you do with these? Then the two ended up, hey, we've got something global we need done. What can you do? And, well, now, last week I got. I got the. I got the full year long retainer PO now. And I mean, it was exactly what we want. And the added. And exactly what. We did this. We went in with one project.

[B]

That's all.

[A]

We tried. We didn't try to change the company.

[B]

Yeah, yeah, exactly.

[A]

We just were like, we're gonna wow you on this. And now it's like people across the organization are reaching out to us and be like, hey, I could use your hand on this. And the ironic thing is was that they have an agency internally they're working with. They already have an agency that they've been working with, but they're not happy with the agency. And now they realized what they're going to be using that agency for versus what. So they found work. They found rules for both of us.

[B]

Yeah, yeah.

[A]

But because we were able to prove ourselves across a couple small jobs, y. We landed now the full job, which is exactly what we want.

[B]

Yes. And this is a big company too. So the. The potential for the expansion is just phenomenal. Is incredible.

[A]

It's a global. It's just. It fits our niche.

[B]

Yeah, yeah.

[A]

Great.

[B]

Totally does.

[A]

Yeah. So again, the designer who wins.

[C]

Okay.

[A]

Lands small and expands fast.

[B]

Yeah.

[C]

All right.

[A]

And last but not least, in this section about how to crush the competition. To crush.

[B]

Yeah, yeah, yeah. Oh, yeah, yeah, yeah.

[A]

All right. And last but not least. Okay. Okay. The designer who wins is more human than ever.

[C]

Okay?

[A]

So in this world of AI and everything going digital and everybody's hype.

[B]

Wow.

[A]

People need to remember that humans still hire humans. They're not going to go online and blindly hire an AI tool.

[C]

Yeah, okay.

[A]

They're going to hire people. They're not hiring tools, they're not hiring templates. They're not hiring websites. They want to build relationships. And I have gone, you know, so many times, you know, public saying that people promote people achievement.

[C]

Right?

[A]

The human achievement. Okay. And that's what we want.

[C]

Right?

[A]

So again, you know, the AI can automate tasks on its own, okay. But it can't build relationships. And if you need to, you know, you want to win in the future with customers, you can use AI, but you're the one who has to build that relationship with the customer. You have to build the candor with them. You know, you have to build the trust. You have to win their trust. You have to have clarity when you speak with them. And ultimately, they have to like you.

[B]

Yeah.

[C]

Okay.

[A]

Like it or not, this is old school business that is just as much. Just as important now as it always was.

[B]

That'll never go away.

[A]

It won't. Regardless what the AI tools are like. Regardless. Right. So again, use those tools, but you still have to sell yourself.

[B]

Yeah, yeah, absolutely. Wow, that's cool. It's kind of like, you know, I bought this skill set, but it doesn't work. But you have to have a human to do it. Right?

[A]

The skill saw itself.

[B]

Skill saw. I got this tool. I don't know how to work.

[C]

Yeah, right.

[A]

The skill saw doesn't do anything.

[B]

Yeah, yeah.

[A]

Physically, gotta hold it somebody and guide.

[B]

Somebody has an expert. Dude. Yeah.

[A]

That's brilliant.

[B]

Right? It's kind of. It's kind of a tool analogy. Not within our. Our.

[A]

But it is.

[B]

But think about it.

[C]

Yeah, Okay.

[A]

A skill saw has to be be led by the person.

[B]

Yes.

[A]

Using it just like AI.

[B]

It's exactly it. It's just a tool.

[A]

You're so wise. That's great.

[B]

I just. I wish I could put it into graphic design instead of. Instead of construction.

[A]

Damn it.

[B]

That's okay.

[A]

I'll help you on that one, buddy.

[B]

Yeah, thank you.

[A]

But speaking of AI tools. Okay, that's what this last section is about.

[C]

Okay?

[A]

So this is about, you know, designers who are going to win in the future.

[C]

Okay.

[A]

Are going to be using AI tools, using them without actually losing your soul in the process.

[C]

Okay?

[A]

So again, don't forget, AI is not your replacement. It's your leverage. And people need to realize, like, done is the battling. It's here. It's not going away. And you can cry all you want about, you know, if it's ethical and how it got here. Fine. That's a different podcast. That's a different. Different conversation altogether. This is now about crushing your competition, crushing other designers. And in order to do so, you have to lose. You. You have to use AI.

[B]

Yeah.

[A]

You just got to do it.

[B]

Right. Yeah.

[C]

Okay.

[A]

And then this is what I mean about without losing your soul.

[C]

Okay?

[A]

So again, the designer who wins uses AI like an intern. Okay, again, we've said it before, okay? It won't do the work for you.

[B]

No.

[C]

Okay.

[A]

You have to. You have to give it direction, you have to give it tone, you have to give strategy.

[C]

Right?

[A]

So again, you put in all these parts into AI. And you know what? It rewards you with? Speed.

[B]

Yeah.

[C]

Okay.

[A]

And again, you can go through a week's worth of strategy session in a morning now because of this. It doesn't make you any less of, you know, a designer. In fact, it superpowers you. Because now I can get through this shit and get onto the part that I was waiting for. Yeah, the design portion, the hands on creative part.

[C]

Right?

[A]

So again, you know, if you treat it like a tool instead of a threat, then it actually becomes your competitive edge in this market, and that'll be your competitive edge against other designers.

[C]

Okay?

[A]

Face it, guys, we're all competition, right?

[B]

Yeah. Yep.

[A]

Number 10, the designer who wins uses AI to kill to crush admin tasks, not creativity.

[C]

Okay?

[A]

And again, you gotta stop wasting your brain on like mindless admin tasks. Proposals, client briefs, email, even emails.

[B]

Yeah, I know, right?

[A]

You know, how many times have you.

[B]

Like, sat there and thought, how am.

[A]

I going to rephrase this? Oh, how am I going to rephrase this? Well, guess what? If you use it properly, you're like, listen, this is what I'm trying to say, but I'm trying to find the right way to say it. Yes, help me out. It will give you two, three different ways of getting across your. And it's just incredible. You can put it in your tone, you can get the message. It's incredible.

[C]

Okay?

[A]

You know, emails, proposal templates, reports. This is where it excels, okay? Smart designers, okay? Designers who win are gonna just get. Free up your creative brain of all this mindless, horrible admin crap that we have to do, or we used to have to do.

[B]

We used to have to. To do.

[A]

Get it off your plate, get it fast, and move on to the creativity, which is what we all yearn.

[B]

Exactly.

[A]

Want, what excites us. So now you've got a whole week of admin that you can get done in half a day. And that frees up all your time to explore creativity Unbound, unchained. Just go to town.

[B]

Who wouldn't want that? Right?

[A]

Right? All right. Yeah, we're almost done here.

[C]

Okay, great.

[A]

Number 11. 11 designer who wins moves fast but without rushing, okay? This is a key differentiator, okay? AI gives you all this power, okay? To get shit done. All this concepting power, all this brainstorming power, okay? You know, and you can use this power to win pitches. You can use this power, you know, to, to like, take. Elevate your strategy, you know, and, and your direction to a whole other level, but not necessarily do the hand on work that you're right. Clients expect speed nowadays.

[B]

Yeah, they do hate to say it.

[C]

Okay.

[A]

But you have to remember speed doesn't mean rush jobs because they don't want rushed jobs. They don't want any sort of sacrifice in the quality of, of the strategy. You know, they want to make sure that everything is still tech. Yeah. Their expectations sadly are going to be a little bit more in the speed level. And we've done this to ourselves.

[C]

Okay.

[A]

But again, you can now be more rapid.

[C]

Okay.

[A]

But be smart about it.

[C]

Okay.

[A]

And you can embrace AI and put it into your process and kind of feed them along the way, have them realize that there is a process that we're, you know, making things more accurate, you know, more precise.

[B]

Yes.

[A]

Right.

[B]

Yeah. Yeah.

[A]

All right. And number 12.

[C]

Okay.

[A]

Number 12, the designer who wins brands themselves as the future ready designer.

[C]

Okay.

[A]

Guess what? Clients know about AI, like it or not.

[C]

Okay.

[A]

That is the most cheesiest thing I have to say. But it's true. There used to be, you know, it was a dirty secret. It used to be a dirty secret that it's like he, I'm using it, I'm using it. I don't want anybody to know about it. Because you felt it made you less of a designer in client's eyes. But the sad reality is, you know, everybody knows AI is out there, okay. It doesn't mean they all know how to use it equally. And if you are now letting designers know that you are superpowered using these future ready tools, okay. It elevates your status in clients minds. Okay, sorry, you're not using AI to deliver their final product, but strategy sessions, learning about their clients, you know, running different ideas, coming up with the best ideas for them, this is how you, you pitch yourself, right? You want to let them know that you, you are evolving as a designer.

[C]

Okay.

[A]

And, and let's face it, clients don't want outdated thinking. Nope, they don't. They want what's hot, what's fresh, what's up to date.

[B]

Yep.

[A]

And that's how you have to pitch yourself. You don't want to show them your portfolio pieces of old jobs that don't make. You wouldn't show them your portfolio pieces from when you started in college unless it's all you had.

[B]

Sorry, guys.

[A]

But you know, the reality is, you know, you, you want to be known for being able to solve modern problems using modern tools.

[C]

Okay?

[A]

And that's who you are. You know, shit, if you have the option, throw it on your website, put it in your brand, right how would. Actually, you are now the future designer. You're future ready and you're able to handle any task. Because the reality is, AI now allows you to compete not just against other designers. You can compete against internal agencies inside of companies.

[C]

Okay.

[A]

You can now compete against giant agencies.

[C]

Okay?

[A]

Because face it, a giant agency used to have a team of 20, 30, dozens of people just doing the research, the strategy sessions. Well, now you have 10 times that using AI. That's the incredible part about this.

[B]

Interesting. So it's kind of the great leveler.

[A]

Oh my God, it's like such a superpower, right? You know, it's like it. You can now compete against agencies to crank out decks, you know, brand decks. You can now like, nobody shit. And I mean, God knows how this, how far this propels you over Canva and Fiverr and everybody else, right? Like again, it's like you can do 10 times more than all these things, right? Because now you are superpowered with this whole tool. Yeah, right. And that's how you have to position yourself that, you know, you are now able to do that much. And whether you position yourself as a freelancer, as a small agency, as an internal agency, right. Clients want to deal with, deal with the latest and greatest and they, they come to rely on it.

[C]

Right?

[A]

You just got to let them know that AI isn't going to do all the job. Yeah, you are doing the job for them.

[B]

Right.

[A]

Just using AI is one of your many tools. Yes.

[B]

Yeah, yeah.

[A]

Honestly, you're not racing against AI here.

[C]

Okay?

[A]

AI's here. I don't know how much better it's going to get. I, I can't imagine it getting any better for designers other than maybe speed gains, you know, because it's, it's pretty fast right now. But again, it's not doing, I can't see it doing any more in our world than it is right now, other than speed increases. Okay, so you now are racing against other designers who are using this tool better than you.

[C]

Okay?

[A]

So imagine back if, imagine if you were a designer, okay, and you still did things in paste up mode and you were cutting and pasting sheets.

[C]

Okay?

[A]

Seriously, you were manually cutting. You are manually pasting and putting together slicks to show customers. And you hear this other designer who now has created 10 slicks using this little thing called a Mac, an Apple. Right?

[B]

A computer.

[A]

Yeah, right. Again, their 10 is not going to be any less than what you did by hand, but man, were they able to get it done more efficiently. And they proved it by doing 10 concepts so, so translate that to now. Why would you manually do the strategy sessions? You know, think these through, crunch these things through where you now have somebody else who's using an app, using an AI app to help them superpower and do their 10 versions while you're working on one.

[B]

Yeah.

[A]

I'm not saying, you know, replace your hands on creative yet.

[B]

No.

[A]

Okay, yet. It might come. Not yet. But the reality is there's so much of our job and what we do on a regular basis that if you're not using AI to help you with. You're already yesterday. You're yesterday's designer.

[B]

Totally. I cannot imagine anybody who would not embrace that. It has helped in so many ways. Do you know what I mean? Like, good Lord.

[C]

Right.

[A]

And it's just going to keep getting better and better and more integrated.

[C]

Right.

[A]

Systems, you know, are gonna, are gonna be created just for designers. It's gonna be more part of our. I still believe that AI was created for designers. Wow. Because it's making, you know, our, our problem solving more superpowered, but it still can't replace the human part of what we do.

[B]

Yes.

[A]

And that's the big differentiator. And nor should it be about battle.

[B]

No.

[A]

You know, I think it's silly if people are saying, oh, no, AI can do exactly what humans do and replicate the human. No, it can't. And why would we want it to? Because what humans bring to the table adds the color, the life, the empathy, the feeling.

[B]

Yes.

[A]

AI can be part of this journey.

[B]

Yeah.

[A]

And it can help us get to that and deliver that product.

[B]

Yeah.

[A]

It doesn't have to replace it.

[B]

No, no.

[A]

It's ridiculous.

[B]

You and your point before was, was great. It's like, it's, it's still. We're people and we interact with other people, and that's absolutely what we. That's what we do.

[A]

I mean, 100%.

[B]

Yeah. Yeah. You can't replace that.

[A]

Ever. Ever.

[B]

No machine will ever.

[A]

No machine will ever replace that.

[B]

Yes.

[A]

So, guys, honestly start becoming the designer who replaces other designers by using AI.

[C]

Okay.

[A]

Because. Because your competition, if they're not already, you know, if you haven't already lost the job on it, you know, by not keeping up with them, you will soon. And so either, you know, you're. You're losing that race, so it's up to you to get into that race, get supercharged. I mean, unfortunately, you know, if everybody's strapping on robo legs to run them down that 100 meter sprint, there's. There's no victory anymore. To being the guy saying, I'm doing it all natural. I know I'm going to be last place, but I'm going to be doing it.

[B]

Yeah, I did it my way.

[A]

Right, right, right. And I won't get sponsorship deals. Nobody's going to be looking at me. If anything, they're going to be in the stands going, poor sucker. Look at that idiot who hasn't strapped on robo boots yet. Look at him.

[B]

Oh, he's so cute. He's old school. He's analog.

[A]

Yeah, he's analog. Yeah, that's good. Okay, so let's give the award to the first, second and third place guys. The world we live in, guys.

[B]

Yes. You're, you're right. Cool. Awesome. Well, that's great.

[A]

Before we go, before we go, I just want to remind everybody that we have a kick ass newsletter out there called Anger Management for designer winners. If you like this, okay. And you like what we're telling you how to help you, you know, what to remind you about and a laugh or two. Sign up for newsletter. It's, it's, you can find it in our, in our social headers, you can find it on our YouTube header and you can find it on our website. But it's a weekly newsletter once a week. We're not going to annoy you. Like 20 a week. Like some freaking places that I'm constantly unsubscribing. But the value is there. A lot of the same laughs and a lot of the really good content that's going to help take you guys to that next love. All right, everybody, my name is Massimo.

[B]

My name is Sean. Stay creative and stay angry.