Simon Sinek's Golden Circle is a powerful tool for innovation and building trust. But it falls short of completing the circuit between the person who does and the person it's done for.

“I could get an art student to do it for $35 and a six-pack.” I remember the first time a prospective client said that to try to intimidate me into accepting dramatically reduced fees for Website design services. I was newly self-employed and hungry for work, so I conceded. I delivered a great Web site, but I hated my client for making me work for so little—and myself for not knowing how to get what I deserved.

Why do 80% of firms say they deliver “superior experience yes” when only 8% of users agree?

Even after all these years and everything we’ve learned about design-led business and design-led products, prospective clients still ask, why does design thinking and the design process matter. This is what I tell ‘em…

Going after your dreams isn’t that hard. Not in principle, anyway. Which begs the question why more of us don’t do it when there’s something deep within us itching to get out and (eventually) pay the bills.