14 Points from Joe Stewart’s “How can you make your best work?”

Joe Stewart is a digital product designer and co-founder of Work & Co. He recently spoke at Design Week Portland’s Main Stage about starting a design business. Our producer James Cliburn was at the event and took some notes on Stewart’s presentation that we’d like to share with you. Whether you’re thinking about forming a startup or are already a part of one, Stewart’s advice will make sure you’re following best practices and staying on the right track.

Before you begin:

1. “Start with people you know very, very well.”
During the first phase of a new business, you’re going to face plenty of unexpected hurdles. A reliable, communicative team is essential for making consequential business decisions, forming a work culture, and creating a sound foundation for your company.

2. “Align on the goals of the company and the role of money.”
Clear expectations and norms do wonders for efficiency. Make sure you’ve set these guidelines from the get-go so you’re not tied up by misunderstandings down the line.

3. “Define your company in half a sentence.”
Creating a mission statement is a challenging process. Luckily, there are lots of helpful guides for honing in on your business’s story.

4. “What you are not is as important as what you are.”
Differentiation is the strategy that will help you reach a unique, relevant audience. Before you start trying to resonate with customers via content marketing and other means, define who you want to work with. How does what you have to offer them differ from existing products or services? Why are you not like other companies?

5. “When there is no CEO, everyone is responsible.”
The scope of your job will fluctuate, and so will everyone else’s. Prepare to answer for problems outside of your expertise and cherish opportunities to learn new skills.

6. “If possible, do this with someone who’s done this before.”
Experience is an invaluable resource. People with startup backgrounds know the challenges new businesses face and how erratic the workflow can be. They’ll have a better understanding of when to worry and when to stay the course, which benefits the team’s confidence.

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On day one:

7. “Your portfolio is reset to zero, so make sure your reputation is in order.”
Your business hasn’t existed long enough to merit a reputation on its own, so it’ll first need to be carried by you and the people you’ve hired to spread the good word. This means that networking is super important both before you start up AND from the start of your new company! From there, you can usually expect to be working in familiar territory, but once the power of word-of-mouth starts to build up your notoriety, you’ll begin to explore into newer verticals.

8. “Everyone you have worked with or for is a potential hire or client.”
Before trying other marketing and recruiting channels, mine your network for business and talent. There are bound to be people with projects to work on, skills to offer, or new contacts to reach out to.

9. “You have three jobs: bringing in business, making good work, and getting and keeping good people.”
If you lose sight of the goal at hand, remind yourself of these three core responsibilities. Recontextualize the problem you’re lost in, outline a plan, and move forward.

10. “You must be hands-on from the top to the bottom.”
Be an expert on your company. Knowing each step of the work you do will let you pinpoint issues and access the resources you need to resolve them. Approach your business holistically, rather than prescriptively.

11. “Do not underestimate the power of PR.”
Build relationships with the local and wider community by going to meetups, conventions, and other events relevant to your industry. Maintain the connections you make by seeking and valuing input from individuals. You’ll learn about opportunities, grow a support network, and promote your business in the process.

12. “Get good at email (be blunt, and keep it short), and get really good at phone calls.”
Even with an abundance of new technologies, email and phone will be the methods you most often use to communicate with clients. Getting to the point during these discussions will help keep everyone focused on the task at hand.

13. “Get good at talking to executives.”
You need to be able to talk to the people who are going to be deciding on who they want working on their project(s), so knowing the right words and language to use while meeting with higher-ups can help win their business. Know the right way to properly convey why your company is best suited for them.

14. “You’re going to need a lawyer.”
Legal things happen, especially from day zero, and you need to be prepared for them. This can range from minor things to major live-or-die situations for your company, so you’re going to need to be comfortable talking to a lawyer, and often.

There you have it: fourteen guidelines from Joe Stewart. Hopefully you learned a few things and feel a little more confident about your prospects as a business leader. Part of the joy of being a startup is overcoming new challenges on a regular basis, but it’s important to tackle them with a clear set of expectations.

Stay tuned for more notes from Design Week Portland in the coming weeks.

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