The Duct Tape Marketing Podcast: Episode Summary

Title: Human Connection Is a Growth Tactic
Host: Jon Jantz
Guest: Jonathan Grabowski, Co-Founder and Chief Marketing Officer at Pengi
Release Date: May 14, 2025

1. Introduction to Jonathan Grabowski and Pengi (01:02 - 02:35)

In this episode of The Duct Tape Marketing Podcast, host Jon Jantz welcomes Jonathan Grabowski, the co-founder and Chief Marketing Officer of Pengi, an on-demand graphic design platform. Pengi offers businesses unlimited custom design services for a flat monthly fee, connecting clients with top-tier designers who deliver completed projects within 48 hours. The discussion sets the stage for exploring the intersections of design, entrepreneurship, and the evolving role of AI in the industry.

Notable Quote:

"Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is Jon Jantz. My guest today is John Grabowski... we're going to talk about design, graphic design and maybe how AI is impacting that industry as well."
— Jon Jantz [01:02]

2. The Story Behind Pengi's Name and Vision (02:35 - 04:19)

Jonathan shares the origin of Pengi's unique name, which is derived from the file extension "PNG" (Portable Network Graphics), reflecting their roots in graphic design. Initially part of a struggling digital marketing agency, Jonathan and his co-founder decided to niche down to graphic design, transforming it into a productized service. This strategic pivot was driven by their reputation for exceptional graphic design skills and the challenges they faced in hiring reliable designers.

Notable Quotes:

"...the name Pengi... led to a particular file extension that is related to graphic design... it's Peng, but it technically came from png."
— Jonathan Grabowski [02:55]

"...we were a digital marketing agency. We sucked. We probably didn't use the duct tape marketing system in order for us to grow... we turned it into a productized service focusing heavily on graphic design."
— Jonathan Grabowski [04:19]

3. Challenges in Hiring and Building a Reliable Design Team (04:19 - 06:38)

Jonathan delves into the difficulties of hiring trustworthy and skilled designers, emphasizing the emotional and practical challenges involved. Pengi's solution centers on creating a streamlined platform where businesses can quickly hire dependable designers who understand project requirements and deliver quality work within tight deadlines. This approach not only solves the hiring pain points but also ensures consistent quality and reliability for clients.

Notable Quotes:

"Hiring people is a pain in the absolute butt... Are they a good fit culturally? Are they actually good at their job?"
— Jonathan Grabowski [05:17]

"...what if there was a solution where you could hire immediately, find someone who's reliable and good at their job, and can turn things around within your timeframe?"
— Jonathan Grabowski [05:43]

4. Scaling Pengi: From Startup to a Thriving Organization (06:38 - 07:00)

Jonathan discusses the challenges that come with scaling Pengi from a small team to an organization of over 500 employees serving thousands of customers globally. As the company grows, the complexity of decision-making increases, necessitating a more systematic and thoughtful approach to business operations and client management.

Notable Quote:

"At this point, we have over just about 500 people and thousands of customers... we have to become more systematic and more thoughtful in our approach."
— Jonathan Grabowski [06:38]

5. Strategy Over Tactics: Building a Strong Brand Identity (07:00 - 08:20)

Jon emphasizes the importance of prioritizing strategy over tactics, especially in design projects. Jonathan agrees, highlighting that many clients lack a coherent brand identity, which complicates the design process. Pengi differentiates itself by requiring clients to provide clear visual direction, ensuring that the delivered designs are aligned with the client's brand and objectives.

Notable Quotes:

"A lot of people view even design projects... and there's really no thought given to establishing a brand identity."
— Jon Jantz [06:38]

"If you can't provide a visual, to be honest with you, we don't really want you as a client because you're going to fail with Pengi."
— Jonathan Grabowski [08:20]

6. Differentiating Pengi from Traditional Agencies (08:20 - 10:29)

Jonathan explains how Pengi stands out from traditional design agencies by being highly project-oriented and visually focused. Unlike agencies that engage in lengthy creative briefs, Pengi emphasizes factual and project-specific communication. This streamlined approach allows for faster turnaround times and ensures that designs are tailored precisely to client needs.

Notable Quotes:

"Agencies are probably going to sit down and talk to you for several hours... we're very factual with what it is you're looking for."
— Jonathan Grabowski [08:20]

"If someone just tells you, 'I need this,' and you say, 'I'll know it when I see it,' that's the worst thing you can say."
— Jonathan Grabowski [08:20]

7. The Human Element: Customer Relationships and Satisfaction (10:29 - 16:16)

Jonathan emphasizes the critical role of human interaction in Pengi's success. While AI tools are integrated into their workflow, the human touch ensures empathy and effective communication with clients. Pengi's approach includes personalized interactions, such as recognizing clients' birthdays, which fosters strong, loyal relationships. This focus on the human element differentiates Pengi from purely automated services and contributes to high customer satisfaction and retention.

Notable Quotes:

"There's a human aspect... understanding them, letting them know the project is being worked on."
— Jonathan Grabowski [11:45]

"Imagine going into AI and saying, 'Could you please put a photo of a family?'... there's no boundaries to that."
— Jonathan Grabowski [19:23]

"The reason people are staying at Pengi isn't the graphic design. It's how our team is making them feel."
— Jonathan Grabowski [21:27]

8. Integrating AI in Design Workflow (16:16 - 19:23)

The conversation shifts to the role of AI in graphic design. Jonathan acknowledges the benefits of AI, highlighting its use in speeding up the design process and handling repetitive tasks. However, he underscores that AI cannot replace the nuanced understanding and empathy that human designers bring to the table. Pengi leverages AI to enhance efficiency while maintaining a strong human presence to ensure high-quality, customized designs.

Notable Quotes:

"We use AI every single day... but I don't feel like AI will terminate a business like ours because humans want that human interaction."
— Jonathan Grabowski [16:55]

"You can't make anything custom directly from AI... you need a human being to submit these AI prompts and make modifications."
— Jonathan Grabowski [18:09]

"If you want something on brand and specific to your company, you need a human being."
— Jonathan Grabowski [18:09]

9. Empathy and Personalized Customer Interactions (19:23 - 23:31)

Jonathan shares examples of how Pengi fosters empathy and personal connections with clients. One such instance involves a support team member recognizing a client's birthday and celebrating it with a personalized gesture, such as changing their virtual background during a meeting. These small acts of personalization significantly enhance client satisfaction and loyalty, demonstrating Pengi's commitment to making clients feel valued beyond just delivering design work.

Notable Quotes:

"A gentleman by the name of Pepe found out a client's birthday and sent a personalized greeting... he was just thrilled and overjoyed."
— Jonathan Grabowski [22:10]

"It's how our team is making them feel that keeps customers returning."
— Jonathan Grabowski [21:27]

10. Case Studies: Impacting Clients' Brands (12:05 - 16:16)

Jonathan provides confidential examples of Pengi's impact on clients' businesses. One notable case involves a reputable university in Philadelphia where Pengi designed presentations that facilitated significant internal changes, including acquisitions and organizational improvements. Another example includes a delivery service nearing an IPO, where Pengi's visual and advertising strategies contributed to exponential growth. These stories illustrate how effective design can influence brand perception and business success.

Notable Quotes:

"We've instrumentally made the presentations that were made and the conversations that we had... significant changes in the business structure."
— Jonathan Grabowski [12:05]

"From a visual standpoint and the advertising execution, we helped that company grow exponentially."
— Jonathan Grabowski [13:45]

11. Final Thoughts and Contact Information (23:31 - 24:17)

As the episode concludes, Jonathan invites listeners to connect with Pengi through their website, Penji.co, and offers his personal assistance via email for those seeking help in their business or personal endeavors. He underscores Pengi's mission to alleviate business stress through reliable and empathetic design services.

Notable Quote:

"If you need help in your life or business, I'd be more than happy to assist. That's my purpose on this platform."
— Jonathan Grabowski [23:39]

12. Conclusion

This episode highlights the pivotal role of human connection in business growth, especially in the graphic design industry. Jonathan Grabowski of Pengi exemplifies how combining strategic use of technology with genuine human interactions can drive customer satisfaction and business success. The discussion offers valuable insights for entrepreneurs, marketing professionals, and design agencies aiming to enhance their services and build lasting client relationships.

Key Takeaways:

• Strategic Niching: Pengi's focus on graphic design allowed them to excel in a specific area, differentiating them from broader marketing agencies.

• Human vs. AI: While AI enhances efficiency, the human element remains crucial for empathy, understanding client needs, and delivering customized solutions.

• Customer Relationships: Personalized interactions and genuine care foster strong client loyalty and positive word-of-mouth.

• Scalability: As businesses grow, adopting a systematic and thoughtful approach becomes essential to manage complexity and maintain quality.

• Effective Communication: Clear and detailed communication is vital for successful design projects, ensuring that client visions are accurately translated into visual assets.

For more insights and to connect with Jonathan Grabowski, visit Penji.co or email Jonathan@Penji.co.